Research On The Relationship Between Innovation Diffusion Factors And Users' Willingness To Use Tik Tok

The popularity of smartphones and 4G technology has opened the door to come to know the short video.Short videos have been popular since 2016.By the end of 2017,Tik Tok,a 15-second music video focused on young people,was in vogue.Is the sudden explosion of such a new thing on the Internet era Express,or is it a manifestation of its own advantages? what are the factors that make Tik Tok hold on to users and attract users to remain active on the platform? What are the factors that make the Tik Tok seize users eyes' tightly and attract users to remain active on the platform? Musical vertical short video,being as the creation content of PGC+UGC,gets life source from its users In this paper,the impact factors of users' willingness to use Tik Tok are studied from the perspective of innovative augmentation theory.Firstly,under the background of the rapid increase of users of Tik Tok,the influence degree of the factors that attract users' willingness to use is analyzed,which can point out the direction for the continuous attraction of Tik Tok to users and have practical guiding significance for attracting new users and retaining old users to use the platform.At the same time,there is a certain crisis behind the prosperity and development of Tik Tok.By analyzing and understanding the factors affecting the spread of Tik Tok,this paper points out the existing bad phenomena,and then analyses the problems in the development of Tik Tok,and puts forward feasible countermeasures.This paper attempts to give relavent suggestions in order to improve user satisfaction and promote the orderly and long-term development of short video platform.Finally,the download of Tik Tok has increased dramatically.It is useful to study the influence factors of willingness behind the spread of Tik Tok to attract users to participate in similar music short videos.This paper is divided into five parts.The first part is the introduction.It mainly includes the research background,purpose,research review and innovation of the article.The second part is a comprehensive analysis of innovation diffusion factors and users' willingness to use Tik Tok.According to Rogers' innovation diffusion theory,this paper divides the use impact factors in the process of independent variable-dither diffusion into four aspects: Tik Tok-innovation diffusion itself,Tik Tok's diffusion channel,user's personal innovation,Tik Tok's social system.In the actual situation,this paper analyses four influence factors of innovation diffusion of independent variable Tik Tok,the user's willingness to use dependent variables,and puts forward relevant assumptions.The third part is an empirical study on the relationship between innovation diffusion factors and users' willingness to use Tik Tok,which is mainly divided into two parts: empirical research design and data analysis.The main purpose of this part is to verify the previous hypothesis and rank the influence of independent variables.The fourth part is the conclusion and shortcomings analysis of this study.This part makes a comprehensive summary of the conclusions of the article,and points out the deficiencies of the article in empirical aspects.The fifth part is retention and development advice,this part mainly gives targeted suggestions for the Tik Tok to continue to attract users and make the long-term development.That is,Tik Tok should focus on its “veteran” users and highlight its own advantages as well as establishing effective communication channels,creating a multi-cultural space,and following the path of social propaganda.This paper applies innovation diffusion theory to tremble reasonably and adds new social attributes,which enhances the individual applicability of the theory,enriches the practice of innovation diffusion theory in today's media field,and expands the research scope of communication science.The ranking of influential factors obtained by empirical analysis has practical guiding significance for Tik Tok operation team to attract and retain users in a better way.