Research On Influencing Factors Of Short-Video User's Willingness To Use Based On TAM Model

With the continuous updating and development of Internet information technology,more and more technologies bring people a convenient experience.In2015,with the proliferation of smartphones and 4G technologies,the application of short video,which is a combination of shooting,editing,sharing and socializing,attracts a large number of users in a short time.As of 2018,the number of short video users reached 353 million,and it presented a trend of continuous growth.Whether it is lifestyle or socializing,people are no longer stuck in the form of text and pictures,but are more willing to accept and use video.Both domestic and foreign,short videos have received high user demand and attention,and continue to rank among the top downloads of various application download platforms.This thesis takes short video users as the research object.Based on the Technology Acceptance Model,this paper extracts and analyzes the impact of six factors including social environment,information resources,perceived usefulness,perceived ease of use,perceived entertainment and behavioral willingness on the willingness of short video users.Descriptive analysis,reliability and validity analysis,multiple regression analysis,and difference test were performed on 319 effective sub-volumes through questionnaire survey.Through empirical research,it is found that there are many factors in user contact and use of short video.The social environment affects the personal contact of short video.The stability of information resources bears the loyalty of users to a certain extent,and perceived usefulness,perceived ease of use,and perceived entertainment are positively affecting users' willingness to act.The time and frequency of consumers using short videos positively affect the user's willingness to act to a certain extent,and the higher the participation,the stronger the willingness to act.Based on the Technology Acceptance Model,this study clarifies the factors and extent of affecting users' willingness to act during short video use,and on the basis of empirical analysis,comments and suggestions on short videos were made through the background of financing and development.