The Determinants Of Users' Acceptance To Short Video

In 2016,short video began to rise,and the number of users exceeded 150 million for the first time,an increase of 73.9%from the previous year.In 2017,short video developed rapidly,and the number of users reached 242 million,an increase of 58.2%over the previous year.In 2018,the number of users exceeded 500 million,with a growth rate of 107%.The growth of short video users is huge and the industry is developing very fast.The paper considers the practicality of the research,from the practical point of view,summarizes the current status of short video industry,the development status of vibrato,and comprehensively considers the short-video user's own attributes,and makes a brief analysis.At the same time,it introduces the short video content itself and the problems faced by the manufacturers.Then,by studying the arguments of domestic and foreign scholars on short videos,I made a preliminary understanding of the existing short video research.Combine the theme of short video from a user perspective.The thesis draws on previous studies and the more mature technology acceptance models in user acceptance research,and adds the perceptual interest theory,perceived cost theory,perceived risk theory applicable to short video research,and considers social influence factors to construct short video.Interpretation model.Among them,the paper analyzes each influencing factor,determines the research hypothesis,and defines the variables involved in the model.Then,based on the understanding of the short video,the questionnaire was designed to ensure that the survey results of the questionnaire were pre-tested,and the questionnaire was corrected for the feedback,and then the formal questionnaire was distributed and recycled.Descriptive analysis of the collected data papers from gender,age,occupation,monthly disposable income,etc.,after the paper explains the reliability and validity concepts,the reliability and validity of the data are obtained.test.Then,factor analysis and correlation analysis are used to verify the strong correlation between the influencing factors of the paper hypothesis and the user's willingness to use.The paper will also introduce structural equations to verify the extent to which each impact factor has a relative impact on the user's willingness to use.Finally,the paper will analyze the variance of subject variables in terms of gender,age and monthly income,and verify that users with different attributes have significant differences in short video acceptance.Finally,the paper will summarize the research conclusions,and propose their respective recommendations for different influencing factors,and make a brief discussion on the shortcomings of the paper in the research process,while looking to the future.