Research On Motivations And Behaviors Of Teenage Users At UGC Short Mobile Video Social Platforms

In recent years,with the development of mobile Internet and the rapid rise of short video industry,short video has occupied more and more time of people.Teenagers account for a large proportion of the increasingly large user groups of short video platforms.The post-2000 generation has become a hot topic among the heavy audience of short videos.Based on classical theories including the motivation theory,uses and gratifications theory and technology acceptance model,this paper investigates the use and acceptance of short mobile video platforms for teenagers and analyses the internal relationship between their psychological motivations and behaviors in the spreading process of the platforms by means of an integration of qualitative and quantitative research methods.In this way,the author expects to test the applicability of related theories on analyzing short video social platforms and to preach to enlightenment to both sides so as to make good communication ecology between both sides and help to improve a long development of platforms and healthy growth of teenagers.On the basis of referring to relevant theories and combining with previous studies and the interview results of eight teenage users,the author constructs a motivation and behavioral relationship model for teenage users for using the mobile short video social platforms,and designs a questionnaire about it.After the collection of the questionnaire,SPSS statistical software is used to conduct statistical analysis on 596 valid questionnaires to verify and modify the research hypotheses and models,and finally the following conclusions are drawn:(1)There are mainly eight motivations for teenage users to use UGC mobile short video social platforms,including motivations of convenience,usefulness,self-presentation,identity,social communication,entertainment,conformity and fashion,among which convenience,entertainment and usefulness are the most important ones.(2)There is an overt relevance between some of the motivations and teenagers' behaviors.For instance,a positive correlation is found between the user's convenience motivation and the frequency of using the platforms,between usefulness motivation and average using hours as well as between social communication motivation and their involvement degree.(3)A significant difference of motivations and behaviors is identified between teenage users with introversion and extroversion personalities.(4)Teenage users motive and behave differently on using short video social platforms at different education stages.