| At the age of the Internet, network video brings a kind of brand-new video viewing mode, sought after and loved by the public, especially with higher knowledge level groups and social network construction of college students.2010"China Network Video Application Research Report" survey data shows that college students are the largest group who use network video, development and update is inseparable from the support and participation of college students. As the network video initiative decision makers, students often select, share, and upload the video with their own subjectivity and the standard of value judgment. To some extent, as the network video audience group, their video watching frequency, network video dependence, and different types of video browsing and active participation, are all a part of college students in the network video subjective dynamic effect. As the network video uploaders, their video upload frequency, content, and technology influence network video directly. The college students effects on network video not only covers college student psychological demand, cognitive structure, behavior and feedback as the audience, but also contains as the students’ role orientation. Whether they are network video audience or disseminator, they will influence the future development of network video.This study selects network video as the research object, which are currently paid close attention to, is gradually occupying the mainstream positionof network, and analyzes the network video service characteristic and the university student to the network video psychological needs, preferences and behavior habit by using the questionnaire for college students. This research adopts the quantitative analysis and qualitative analysis. On one hand, through carding the network video theory, the the study analyzes network video from the angle of qualitative analysis, discusses network video media production and the development, concept, characteristic and the influence factors, on the other hand, this paper chooses the method of questionnaire investigation, access to college students use the network video attitude and behavior subjective data, student use of network video in statistical data analysis, in order to demonstrate the student groups on the network of video effects to provide objective data support. This paper research, assuring the sample volume and accuracy, investigates college students’ use of online video, behavior and attitudeint in detail, finds the difference coefficient, further analyzes the university students’ future influence on network video development, and puts forward constructive suggestions for network video future development.According to this thought, this paper is divided into6parts.The first part is the introduction which briefly states the research background and significance, research status and review of related field, the main research contents and the research methods.The second part is a brief overview of the network video development, including network video history, the expression form and the study of network video definition, discusses the network video character, and finally analyzes the four main factors which influence network video.The third part discusses the sample object selection, including the model of selecting students for objects, and the research summary data were descriptive analysis, statistics show that students in the use of the network video high frequency have psychological dependence, it has certain regularity whether in the choice of video website or video content, college students participate in video quite actively, and there is significant difference about video satisfaction from different groups of college students.The fourth part, according to the survey data of the former part, further elaborates the influence of college students on network video as audience and uploaders. The needs of the audience,"media dependency", click rate, audience feedback suggestions influence network video development to some extent, at the same time, as a speaker, college students’ communication content, communication technology, communication effect and students’ own influence on the Internet video is immeasurable.The fifth part, according to the above analysis of network video effect from college students, puts forward some suggestions about the construction of network video.The sixth part is the conclusion, mainly summarizing the innovation of this paper, and some further study and improvement of deficiencies required. |
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