A Study On Influence Factors Of Short Video's Diffusion Based On Innovation Diffusion Theory

With the fast popularization of smart mobile terminal and the unceasing optimization and upgrade of Internet technology,online video is extending to mobile terminal,leading to simplified producing flow of the content.Short video comes up to the public quietly.It stands out as a way of information dissemination because of its unique advantages,namely easy to make,simplified content and real-time sharing,which indicates another revolution of way of socializing.A great value can also be created when short video is used in News report and business marketing.This study investigates the diffusion feature of short video and which elements influence its diffusion.This research selects WeChat short video as the specific research object.An empirical study has been conducted with the guidance of Innovation Diffusion Theory and Technology Acceptance Model.The diffusion of WeChat has been measured by four usage behaviors,namely starting usage date,usage frequency,continue usage intention and recommendation intention.The influence factors have been analysed through four dimensions: innovation(users' perceived usefulness,perceived ease of use and observability),communication channels,social decency and users' innovative.This study finds that:The diffusion curve of WeChat short video is in line with S-shaped curve of the Innovation Diffusion Theory but shows new characteristics: the number of users boom at early stage,followed a slow growth.Within about one month,there's another obvious increase after WeChat updates short video function.Different usage behaviors are affected by various elements.Note that perceived ease of use and communication channels exerts a negative effect on usage frequency and continue usage intention respectively.Besides,this research classifies the samples into early adopters and late adopters according to their starting usage date and compares the usage behavior and influence factors of two sorts of users.It shows that: early adopters are more active than the late ones;factors that influence the usage behaviors are diverse between two sorts of users.