The Effect Of Motivation And Narcissism On The Usage Intention Of Short Video Apllication

This article focuses on the development of very short video applications in 2017.Taking the theory of motivation as a framework and the narcissistic personality as a regulatory variable to study the user's willingness and motivation to use short videos,the relationship between narcissism,Providing effective user research,product and marketing advice to emerging short video industry practitioners also reflects to some extent the motivations and needs of Internet users in contemporary China.This paper mainly adopts the questionnaire survey method:Through collecting relevant literature and industry reports at home and abroad,and then to carry out the framework of the entire research design and research priorities.In the literature analysis,the author mainly summarizes previous research on motivation and classification of social network,video application and short video application,prepares for questionnaire design and empirical research,and constructs the model prototype.By determining the prototype,People have studied the good scale,designed the questionnaire according to the questionnaire,distributed the questionnaire to the general public through the questionnaire star,conducted the statistical analysis of the questionnaire to deal with the reliability and reliability of the questionnaire,carried out descriptive statistics,factor test,correlation Sexual analysis,principal component analysis,regression analysis,the final conclusion.The final conclusion of this paper is that:Narcotics has no effect on content intention of intention(browsing,praise,commenting,sharing),gaining benefit,obtaining information,entertaining and recreation;,Creation,upload,self-disclosure,access to benefits,social interaction has a positive impact.Narcissistic personality traits positively regulate the self-disclosure,access to interests and social interaction affect the upload video intention,with the increase of narcissistic personality traits,self-disclosure,access to interests and social interaction on the upload video intention Followed by enhanced.The innovation of this paper is to approach the trend of the Internet era,to study the hot short video applications in 2017,the domestic research on this object is less,the research object is more innovative;secondly,predecessors for the behavior of the division of a single,less There is a study that divides the behavior into two dependent variables.This article introduces the narrative variable of narcissistic personality.Most of the previous studies of narcissism are narcissistic and video websites or social media research.There are few narcissism and short Video application and user-generated content.At the same time,this article will also focus on the narrative effect of narcissism on the specific motivation variables,so this article has the model and application of innovation.