Investigation Of The University Students' Behavior Of Using The Social Short Video Apps

In recent years,with the rapid development of 4G network,short video has become another outlet for the development of mobile Internet.Short video is loved by young groups seeking personalization because of its entertainment properties and social attributes,of which college students are an important user group.The explosive growth of short video has aroused the full attention of the society,so it is of great significance for enterprises to improve the rational use of such apps and college students by investigating the current situation of using short videos in the group of college students.This paper analyzes the current research situation at home and abroad and the user behavior collation analysis,integrates the technology acceptance and use expansion model and the perceived risk theory,and constructs the influence factor model of the user's social short video app usage behavior.On this basis,the questionnaire was designed by referring to the mature research scale of the predecessors and combining with the characteristics of social short video.Through PPS sampling,the general colleges and universities in Hongshan District,Wuhan City,were investigated,and the data were empirically analyzed by SPSS and Amos Software.With regard to user-level analysis,using descriptive statistical methods to analyze the subjects ' gender,household registration,education level,speciality,consumption level,frequency of use of short video,length and other variables,to understand the basic situation of sample use of short video,found that more than 52% of college students are currently using social short videos,and its average length of use is more than one hour per day.At the user level,using the data of 601 investigators,using the two-dollar selection model to analyze the characteristics of using short video users,found that gender,household registration,education level,average daily mobile phone entertainment length,mobile phone package type on the user whether the use of short video has a significant impact,of which,A group of less educated male college students in rural areas is more likely to be users of short social videos.At the user behavior level,using the 312-bit user data using social short video app,using the structural equation model to analyze,the results show that the user's hedonic motivation and habits have a greater positive impact on the user's use behavior,indicating that fun is the main reason for users to use short video and the user has a strong stickiness;perceived risk has a greater negative impact on users ' usage behavior,indicating that concerns about time risk and privacy risk are the main reasons for user churn.In the structural equation of user usage behavior,the user's performance expectation and effort expectation have no significant effect on the use behavior,and other variables have a significant influence on the use behavior,but less influence.Finally,according to the results of empirical analysis and the existing problems of short video platform,the following suggestions are put forward: first,improve social function,increase social scene;second,pay close attention to video production,strengthen video supervision;third,focus on different groups,to carry out differentiated services;four is to break the information Cocoon room,upgrade the recommendation algorithm;To encourage users to be original.