Research On Short Video User Behavior From The Perspective Of Experience Value

The continuous and steady development of the Internet and the development trend of information visualization have brought new opportunities for the development of short videos.As the absolute leader of the new era of mobile Internet industry segments,short video has emerged strongly with its audio-visual synchronization,fragmentation,personalized recommendations and many other advantages,leading a new Internet media trend.Users have gained unprecedented trendy experience by using short videos,and short videos have gradually become one of the most important ways for the public to enjoy entertainment,socialize and obtain information and news in their daily activities.However,some negative problems that are not conducive to the sustainable and healthy development of short videos have gradually emerged,with some users experiencing a variety of problematic user behaviors,such as insufficient continuous use of functional videos such as knowledge and news,addictive use of hedonistic videos such as face value,funny,and games,and reduced use or even withdrawal from continuous use brought about by excessive personalized recommendations.Therefore,to understand the mechanism of these typical user behaviors in the context of short videos and guide the reasonable and healthy use of short videos accordingly has become a key issue for scholars at home and abroad as well as for the short video industry at this stage,which is also a necessary path for the future development and continuous progress of short video enterprises.The rise of experience economy also provides a new experience value perspective for the study of short video user behavior,and the behavior mechanism research from this perspective is more suitable for the core value proposition of short video and the experience value demand of users using short video.Throughout the existing research,the use of users in the context of short videos has attracted the attention of scholars at home and abroad,but there are still some deficiencies.First of all,the experience value perspective is an important perspective for understanding short video user behavior,but at this stage,existing studies have neglected the important role played by experience value in user use behavior,and at the same time,there is a lack of clear delineation of the dimensional connotation of short video experience value.In addition,the study of short video user usage behavior still has broad research prospects in terms of behavioral themes,theoretical foundations,and behavioral mechanisms.Previous studies usually focus on the exploration of positive behaviors and are committed to promoting user usage,neglecting problematic user usage behaviors in the context of short videos,and the validation of the simple linear correlation between fragmented variables and behavioral outcomes by existing studies also requires more solid theoretical support and deeper exploration of behavioral mechanisms.This study will explore the mechanism of user usage behavior in the short video context from the perspective of experience value,and the main research content and research conclusions are as follows: first,the dimensions of experience value in the short video context are identified and the short video experience value scale is developed.On the basis of systematic combing of relevant literature in the field of short video user usage behavior,qualitative research data were collected through semistructured interviews,coded and analyzed using the method of programmed rooting theory,and the multilevel dimensions of experiential value in the short video context were identified.And based on this,a scientific short video experience value scale was developed following the standard scale development paradigm to provide an effective measurement tool for subsequent research on the behavioral mechanism under the perspective of experience value.Second,we explored the behavioral mechanism of continuous use of functional short videos under the perspective of experience value.The specific dimensions of experience value are introduced on the basis of the existing Expectation Confirmation Model(ECM),and a model of continuous use behavior in the context of functional short videos is constructed and research hypotheses are proposed.Structural equation modeling(SEM)is used to reveal the complex correlations and net effects between experiential value and continuous use behavior.Then,fuzzy set qualitative comparative analysis(fs QCA)is used to analyze and discuss the grouping effects of the antecedent variables,and the results show that the existence of multiple reasonable groupings and multiple effective paths can achieve high sustained use of functional short videos.Third,the mechanism of addictive behavior of hedonic short video users under the perspective of experiential value was explored.Based on the Stimulus-OrganismResponse(S-O-R)model and the integration model of oppositional process theory,the study constructed a behavioral model of hedonic short videos in which experiential value influences users’ addictive behaviors through oppositional emotions and put forward corresponding research hypotheses.The study obtains data through questionnaire survey method and empirically tests the hypotheses using SEM method.The results show that aesthetics,pleasure,interactional superiority and personalized perception can influence addiction by stimulating users’ perceived hedonic and withdrawal feelings.In addition,users’ procrastination trait moderated the relationship between withdrawal perception and addiction.Fourth,the mechanism of personalized perception’s influence on short-video users’ persistent use under the experiential value perspective was explored.Based on the privacy computing theory,the study proposed the hypothesis of a nonlinear influence relationship between personalized perception and persistent use,and used different user motivations and user privacy concerns as moderating variables to enrich the boundary conditions of the nonlinear influence relationship.Hierarchical regression analysis is applied to verify the hypothesis using data collected by questionnaire survey method as samples.The results show that there is an inverted U-shaped relationship between personalization perception and the continuous use of short videos,and the moderating roles of privacy concern and functional motivation are also verified.The innovations of this paper are mainly reflected in the following four aspects:first,based on the method of rooted theory,it reveals the constituent dimensions of experience value in short video context,and develops the measurement scale of short video experience value for the first time,which expands the theory of experience value in short video context,and provides a measurement tool for the subsequent empirical research,and makes up for the inadequacy of the existing research related to short video experience value.Second,based on SEM and fs QCA,the study reveals the behavioral mechanism of continuous use of functional short videos from the perspective of experiential value,and identifies the various condition patterns and effective paths that trigger continuous use.The study not only provides a new perspective for the research on the persistent use of functional short videos,but also provides empirical evidence for the complex behavioral mechanisms of persistent use in this context.The combination of the two methods also deepens the understanding of the persistent use of short videos in this context,and the introduction of experiential value also expands the application of ECM in short video scenarios.Third,based on the integrated model of oppositional process theory and S-O-R model,the mechanism of addictive behavior of hedonic short video users under the mechanism of positive and negative reinforcement effects is revealed from the perspective of experiential value.This study not only provides a new perspective and a new direction for addiction-related research,but also provides empirical evidence for the behavioral mechanism of hedonic short video addiction.In addition,the integrated model of oppositional process theory and S-O-R model also provides a solid theoretical foundation for this study,which makes up for the shortcomings of the theoretical study of addiction in the context of short videos,while the integration of the model also expands the existing theoretical model and further enriches the application scenarios of the theory.Fourth,based on the privacy computing theory,it reveals the inverted U-shaped influence relationship between personalization perception and the continuous use of short videos under the experiential value perspective.The study integrates previous research divergences in the field of personalization influencing user behavior and makes up for the shortcomings of related theoretical studies.In addition,the moderating roles of motivation type and privacy concern further clarify the boundary conditions of the inverted U-shaped relationship and deepen the understanding of the mechanism by which personalization perception influences persistent use.Meanwhile,this study also expands the application of privacy computing theory in the field of short video user behavior.