Research On Short Video Community Of Mobile Terminals

Due to its enormous users, perfect business model, and convenience in moving, mobi le phone has now become a powerful integrated media terminal platform. At the present st age, mobile phone has not only been used for communication, but as a multimedia mobile terminal with its various functions gradually extending. In current China's Internet industr y, a new hotspot, relying on the mature smart phone industry and rapid popularization of 4g network, has continued to heat up. This year, the short video applications have become a n important subject of the Internet industry.A short video with fragmentation properties, o bjectively, can easily satisfy the user's viewing habits, rapidly increasing the short video us ers viscosity. Among the list of annual selected application and game of App Store released by Apple in 2014, Meipai, a short video product made by Meitu,Inc., was listed as the only short video App. Ever since it is officially released in April 27, 2014, Meitu topped the App Store for 24 consecutive days, showing a vigorous momentum.This study is based on theoretical foundation and empirical study through comprehensive analysis of related references both at home and abroad. On the basis of theory research on use and satisfaction, with ECM as the core, this paper divides "cognitive of usefulness" in the model into "functional usefulness " and "social usefulness". Besides, this paper adds variable "attribution value" according to the characteristics of Meipai for the construction of a new concept model so as to investigate continuous use will of the users in the short video community of mobile terminal. Using the SPSS empirical analysis to investigate the applicability of the model, this paper comes to the following conclusion after obtaining the required sample through the questionnaire survey and analyzing samples by data:(1) social usefulness, functional usefulness, attribution value and ECT have positive influence on users' satisfaction, among which the third one is of greatest significance;(2)social usefulness, functional usefulness and users' satisfaction significantly affect users' willingness to continue to use, among which the last is of greatest significance;(3) the new variable "attribution value" has a direct positive significant impact on users' satisfaction.Finally, the research conclusion is applied to practice after analyzing the results, and this paper puts forward four proposals on the development of the short video community,along with the limitations of the study and its prospects.