The Relationship Between Satisfaction And The Use Of Video Media Features

Media of the huge user population behavior whether can find commoncharacteristic, the video media terminal future, content providers and provide greatreference value.In this paper, for the first time in the "Shanghai white collar" as the researchobject, the comprehensive comparison analysis of video media, and the first to use the"usage of user satisfaction scale" of video media, multi-screen media on the samecharacteristic variables of horizontal comparison, innovation study of the applicationof the theory of "use and gratification" in the multi-screen video products.After a sample survey of Shanghai white-collar crowd, on330samples obtainedwere cross analysis, the Shanghai white-collar video media use behavior. From theuse of behavior and satisfaction point of view, computer media the highest overallsatisfaction, mobile phone/tablet times, and TV in three big video media in overallsatisfaction at the bottom. At the same time, the conclusion is found, use the processin the video of the media, the media’s characteristics and the use of satisfaction, thereare certain correlation. The frequency of use of video media, audience’s attitude,purpose of use, the media in order of importance, and watch the medium length, andsatisfaction are related, and the screen size medium in the same medium, with the useof satisfaction is not significant correlation.According to the "uses and gratifications" theory, media contact activity theaudience is to "use" the media based on specific needs motivation, in order to studythese needs are "meet" process. When a demand is not satisfied in a single media, theaudience will turn to other media meet means. But in the triple play now, behaviorvideo media use is also applicable to the theory? Conclusion is the.Although people interact across the screen, while watching a video but, if theinteractive function of transplanted on the same screen, people are not interested in. Inthe process of using video media era of convergence, the user is not in a mediumcannot be satisfied and move on to the next media, but there is a clear need for eachmedia features directivity. The theory of "use and gratification" classic, can be said tobe creative.