Research On User Transfer Behavior Of Short Video Platform Based On PPM Theory

With the rapid development of social networks,social applications are springing up,and some social applications have become platforms with a lot of information and functions.Due to the increase of social content and increasingly complex social relations,the needs of users are not satisfied,resulting in negative emotions,which leads to the transfer behavior of users.At present,there are many researches on user's use behavior in information system,but most of them focus on the positive direction,few on the negative,and few on user's transfer behavior.The thesis studies the influencing factors of short video platform user transfer behavior,which provides a new perspective for the future research of social platform user adoption behavior,has important theoretical contributions,and also provides reference for further improving information system user behavior.Based on the current situation of short video user behavior,the thesis analyzes the related theories and influencing factors of short video user behavior,takes the push-pullmooring theory as the framework,integrates the theory of expectation unconfirmed,constructs the research model of short video platform user transfer behavior,and takes short video dissatisfaction as the push factor(video content overload,social overload,privacy concern),takes the attractiveness of substitutes as the pull factor(personalized expression,reference group,relative usefulness,relative ease of use),and take inertia as the mooring factor(conversion cost,media attachment),it explores the factors that affect the short video user transfer behavior from three aspects.Finally,13 influencing factors are determined and 13 research hypotheses are put forward.According to the theoretical model,the thesis designs the questionnaire of "short video platform user transfer behavior",and collects data through the questionnaire,then SPSS and smartpls analysis tools are used to analyze the collected data.Firstly,the reliability and validity of the measurement model are tested,and then the path system of the structural model is analyzed.The empirical results show that the short video dissatisfaction and the attractiveness of substitutes have a positive impact on the short video users' transfer intention,while the inertia has a negative impact on the short video users' transfer intention,and the short video users' transfer intention has a positive impact on the users' transfer behavior.Among them,video content overload,social overload and privacy concern have a significant positive impact on short video users' dissatisfaction,personalized expression,reference group,relative usefulness and relative ease of use have a significant positive impact on the attractiveness of substitutes,and conversion cost and media attachment have a significant positive impact on short video users' inertia.The research results support the theoretical hypothesis that the short video platform user transfer behavior model has a high degree of interpretation.According to the empirical results,the thesis provides feasible suggestions for short video operators.