An Empirical Study On Visual Cognition Preference Of Micro-Video Users

Micro-video is a new media,it is short and pithy,it have diverse forms and can be made at anytime.Micro-video covers a wide range of content,covering micro-film,recording short films,promotional videos,short films,advertising videos and DV movies.With the growing development of 4G networks,mobile phone tariffs be reduced gradually,the behavior of micro-video investment and financing become more frequently,user's behavior of watching micro-video becomes more common.At present,the rapid development of mobile Internet and video sites opened up a forward position for micro-video communication,The rapid spread of mobile terminals,such as smart phones and Pad,opened a door for micro-video communication,especially with the mature of digital media and network video,micro-video ushered in a new round of development opportunities,micro-video industry gave birth to a new space for development.On the basis of previous studies,this paper takes the interdisciplinary perspective of communication and cognitive psychology as starting point,takes "users accept micro-video information of the psychological process" as the starting point,build "Research Model of Visual Cognition Preference for Micro-Video Users",which based on the mature model,and puts forward the hypothesis of micro-video user's visual cognitive preference.Through the use of SPSS statistical analysis software and a variety of methods,this paper describes the relationship between demographic variables and micro-video transmission,analyzes the relationship between micro-video propagation and user's visual preference,and makes empirical tests on the hypothesis,the research model is validated finally.This paper points out a new direction for micro video transmission research,and puts forward some opinions and suggestions on micro video production,communication and publishing practice.Based on the empirical analysis of the questionnaire and the in-depth analysis of the case,this study constructs and validates the research model of micro-video user's visual cognitive preference,and examines the three studies and their sub-assumptions.The study found that smooth micro-video most in line with the user's visual needs,the micro-video production agencies should enhance the micro-video fluency,cleanliness and comfort from aspect of the video clips,plot links and other "software";Pure entertainment is not the real needs of micro-video users,they attach great importance to the usefulness of micro-video.Production agencies should pay more attention to the value of micro-video-oriented,making more useful micro-video to user's life;Too fragmented micro-video does not meet user requirements,only by product compact,rigorous structure,as well as the appropriate time of micro-video,can production agencies win the user;Brand effect is the most critical factor for micro-video production agencies and publishing platform to win users,building a strong brand effect is the direction of micro-video platform.In the future,we can also analyze the behavior of micro-video users from educational level,occupation and so on,and further explore visual preferences of micro-video users from other angles,such as mechanism study on micro-video user's vision cognitive preference in social platform?research on micro-video user's visual cognitive preferences and viewing behavior?Research on Brand Effect of Micro-Video Platform and User 's Watching Behavior.