Research On Mobile Micro Video Social Network Platforms’ Using Effect Under The UGC Model

With the advent of the era of Internet,the spread of science and technology changes with each new people to constantly bring new surprises.In 2015, 4G communication began to be widely used,as both can provide sound information, and can fill short fragments of time, mobile micro video quickly attracted a large number of users.Until now, the mobile short video has become the next tuyere which the big Internet companies are scrambling to compete for in2016.However, any Internet product development is inseparable from the users,how to attract new users, how to retain old customers become inescapable problem all Internet product,even the most popular w mobile micro video platforms.Mei Pai APP developed as the first domestic mobile micro video business Internet platform,as of October 31, 2015, the total number of users has been as high as 170 million,and had the most abundant micro video contents and the most users.This article is to draw lessons from use and gratification theory, technology acceptance model, Effect of hierarchy model,and Using empirical approach, questionnaire survey method,to Research and analysis the use and reception of users.On the one hand,I aim to confirm and correct the model I build,further analysis the user acceptance and use of mobile micro video social platform, and finally test the use of traditional use and gratification theory in the Internet age,On the other hand I hope that through the explore of the relationship between the variables,I can make recommendations for mobile micro video social platforms’ long-term development,To make it better serve users, meet the demand of users.