Research On The Influencing Factors Of User Activity Of Short Video Social Media

With the continuous increase in the number of short video users and the promotion of various external conditions,short video has become one of the hottest applications nowadays,and is sought after by many users worldwide.Fundamentally,it is undoubtedly related to its strong social attributes.Compared with pictures and text,the characteristics of real people and timely interaction in short videos have pushed social into a new era.The birth of short video social media has overturned the traditional social media industry.However,compared with the actual development of short video social media,the theoretical research of it is not complete,mainly in the initial stage of exploration.In light of the actual situation,there exists some problems in the current short video social media industry,such as increasingly homogeneous product,the user market is becoming saturated,and there are a large number of existing users diving.In this composite context,increase user activity to promote more content production and sharing to improve its competitiveness in the industry has greater practical significance and value.Research on the user activity level of short video social media is carried out to promote the healthy and sustainable development of short video social media.It is important and necessary to deepen the academic circles' understanding of its user behavior.Therefore,this study takes short video social media as the research scenario,user activity as the research theme,and combines SOR theory to explore the influencing factors of short video social media user activity.Based on the research conclusions,some specific measures can be proposed in order to promote the healthy and sustainable development of short video social media.This study mainly includes two parts: theoretical research and empirical research.In the part of theoretical research,we have a clear understanding of the current researches on social media of short video and users' usage activity of network services by combing and summarizing relevant literature.Then,this paper summarizes the defects and deficiencies of the existing research,and puts forward the importance and necessity of this research.According to the demand of the research,the specific concept of user activity of short video social media is defined by referring to relevant literature,and the SOR theoretical framework and its development and evolution as well as the application of this theory in different fields are introduced to consolidate the theoretical foundation of this research.In the empirical research part,by referring to relevant literature and combining with the interviews and characteristics of the social media,we try to build the theoretical model and put forward the hypothesis of this study based on the SOR theory.Then,research data was obtained through the questionnaire survey,the assumptions were validated using structural equation model,and some useful conclusion are summed up at the end of this paper.The model of the short video social media user activity constructed in this paper based on the SOR theory contains 12 specific factors,including two dimensions----stimulus dimension and the emotional level of body dimension.The former dimension includes information acquisition,entertainment factors,social factors at the user level,and information quality,system quality,external incentives at the platform level.The latter dimension includes user satisfaction and self-presentation at the emotional level,perceived ease of use and perceived privacy risk at the cognitive level,and user activity at response level.Based on the existing literature and industry status,12 research hypotheses are proposed.Hypothesis model is tested using structural equation modeling method,whose result shows the effectiveness of the hypothesis model in integrating and treating survey data.Finally,10 hypotheses have been verified.Specifically,short video social user activity has been affected by many factors.In the S ? O dimension,information acquisition,entertainment factors,information quality,and external incentives will have a significant positive impact on user satisfaction;social factors and external incentives will have a significant positive impact on user self-presentation;System quality has a significant positive impact on perceived ease of use;satisfaction and self-presentation in the O?R dimension will have a significant positive impact on user activity,and perceived privacy risk will have a significant negative impact on user activity.The two unfounded hypotheses also have their inherent logic after analysis.Based on the results of the empirical analysis and combined with the operational logic of short video social media,this study proposes four initiatives to increase user activity for short video social media management operators: first,we can combine multiple measures to improve user satisfaction,specific operations concrete can be improved from the short video social media platform of information quality,meet the demand of the user's entertainment needs and information acquisition need,improve the incentive strength,expand the benefit of users and so on.Second,it needs to enhance user self-expression and lead user self-presentation.Specific measures include economic incentives,traffic support,social experience enhancement and improving user interaction mechanism.Third,pay attention to the construction of privacy protection mechanism of short video social media platforms,improve users' awareness of privacy security and legal awareness,and enable users to maximize their content creativity while protecting their personal privacy information.Finally,focus on the usability construction of social media platforms for short videos,and promote the formation of a good application ecology for content creation.In addition,this paper also has some limitations in sample selection,data collection and model construction,and future research can be optimized on the basis of this paper.