A Study On The Motivation Of User-Generated Content In Short Video Application

In the Web2.0 environment,the continuous development of Internet information technology has brought about a series of changes:the efficiency of network information generation and dissemination has been greatly improved;users get more direct opportunities to participate in the creation of network information;the user identity is gradually changed from the previous "reader" and "user" to "content producer" and"communicator";The structure of the Internet system from the previous by a very small number of resource owners led to gradually transformed by the majority of user groups directly involved in the creation and sharing.In the process of Web2.0 continue to move into Web3.0,mobile intelligent terminal gets rid of the limitations of traditional media in space and time by virtue of its small size,easy to carry,interactive high advantage,meets the user at any time readable,writable,interactive needs.The use of the scene shows a more diversified situation with the "decentralized" application of the continuous development,short video is a typical application based on user-generated content in the context of Web 2.0,It is easy to meet the needs of mobile,fragmented and timely interaction with the advantages of simplicity of production,immediate realization,fragmentation of content and sharing of socialization.It also has been favored by the majority of network users of all ages.It is helpful for short video application operators to further understand the main factors that affect the behavior of short video users,and then design and launch products and services that are more in line with the needs of users.First of all,based on the research on the motives of users about blog(microblog),virtual community,podcast and so on,this paper refers to the theory of demand and motivation,theory of technology acceptance behavior,social cognitive theory and the specific characteristics of short video,and constructs the generated content motivation model of short video users from the three aspects of inner demand,social incentive and technical inducement and puts forward the research hypothesis.Then,the exploratory factor analysis,reliability test and validity test of 324 questionnaire were carried out by statistical analysis method,and the model and hypothesis of this paper were verified.The results show that self-presentation,entertainment,altruism,social impact,social interaction,professional skills will help short video users generate content behavior,and privacy issues will hinder the short video users to generate content behavior,external revenue and perceived ease of use have no significant effect on user-generated content behavior.Finally,based on the research results,this paper puts forward some management and marketing suggestions for short video application operators.The research of this paper makes up for the shortcomings of the existing domestic short video applications,and also provides a reference for the development of short video applications.