This research aims to respond to the problem of declining user stickiness faced by online platforms providing information services for middle-aged and elderly, and promote the sustainable development of the business model of online leisure and entertainment platform. Based on social cognition theory and perceived value theory, the research constructs an analysis framework of the continuous use behavior of middle-aged and elderly users on online leisure and entertainment platform. It conducts an online questionnaire survey, and uses SPSS and AMOS to analyze and verify the 398 valid data from users. Good information quality and system quality of the platform can bring perceived benefit to middle-aged and elderly users and strengthen their continuous use behavior. However, the information quality of the platform and the perceived risk of users do not significantly affect their continuous use of the platform.

Zhouyuan Li, Yiting Kuang, Ping He, Yan Lv. Research on Middle-aged and Elderly Users' Continuous Use Behavior of Online Leisure and Entertainment Platform. Academic Journal of Business & Management (2022) Vol. 4, Issue 13: 14-22. https://doi.org/10.25236/AJBM.2022.041303.

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