Research On Vlog User Participation Behavior Based On UTAUT Model

Vlog presents a log like life from the first perspective,creating a new video pattern,which makes it widely spread on the social media platform once it is launched.And after experiencing the phased development from studying abroad life sharing to current political news reporting and public participation,it tends to mature.With the in-depth development of vlog content and the rise of vlog marketing,user participation has become the key to the development of vlog.Therefore,studying the behavior mechanism of vlog user participation has practical significance for the sustainable development of vlog content and vlog user marketing.Based on the investigation of vlog users' participation behavior,this paper analyzes the factors affecting vlog users' participation behavior and its occurrence mechanism,integrates and expands the unified theoretical model of technology acceptance and its use(UTAUT model),introduces the sense of social presence as the regulating variable,and explores the regulated intermediary model.595 questionnaires were distributed through the online vlog experience exchange community.After excluding the invalid questionnaires,518 valid questionnaires were actually used for data analysis.The questionnaire was optimized through pre survey before formal questionnaire collection.Using Amos.24 to conduct confirmatory factor analysis,Using SPSS.22 to conduct Reliability analysis,regression analysis,intermediary effect analysis and moderated mediating effect test.The results show that among the control variables,users' use experience has a significant positive impact on users' willingness to participate and participation behavior.The performance expectation,effort expectation and social impact of independent variables will significantly positively affect user willingness and user participation behavior,and will also significantly positively affect user participation behavior through the intermediary role of user willingness.Social presence plays a negative regulatory role in the first half of the intermediary path of performance expectation ? user intention ? user participation behavior,and the regulatory effect on the two paths of effort expectation ? user intention ? user participation behavior and social impact ? user intention ? user participation behavior should not be significant.According to the research results,this paper draws the following suggestions and Enlightenment: 1.Deeply cultivate content quality and improve performance expectations;2.Improve the usability of technology and improve the expectation of efforts;3.Play the role of key opinion leaders and enhance social impact;4.Reasonably grasp the "degree" of social telepresence.5.Maintain community emotion and strengthen users' will.This study still has some limitations.I hope the follow-up research can be improved,and I believe that the follow-up research can continue to go deep into a more specific participation behavior,and "parasocial relations" may become factors worth exploring.