The Research On The Affecting Factors Of User's Acceptance Behavior On Video App

In the era of mobile internet,video APP has become an indispensable entertainment application in people's daily life.Users who watch online videos through mobile phones have become mainstream users of online video users.The value of users has risen to an unprecedented level,which has been separated from the narrow definition of "receiver" and has become an important source of information and producers.This article from the perspective of users to study the effect of video App,hope to understand and grasp the user's acceptance and behavior,so as to obtain the key factors affecting the user acceptance of video APP.At present,there are few researches on video APP users,and many of them focus on case studies.There is very little research on the entire video APP user groups.This article studies the acceptability and behavior of video APP users from the macro level,and does not rigidly adhere to a certain class or individual case.Through the establishment of a scientific and effective model to examine the influencing factors of video App users' acceptance behavior.Based on the UTAUT,this paper adds three core variables:entertainment expectations,risk perception,and individual innovation,and a control variable of education level,and adjusts the relationship between the original variables,and applies to this article.The video APP user accepts a behavioral model.Questionnaires were used to conduct user surveys.SPSS and AMOS statistical software were used to test the validity and reliability of the questionnaires,descriptive statistical analysis,structural equation model analysis and variance analysis.The results show that effort expectations,promotion factors,and individual innovation have a significant impact on the use intention,and there is a significant difference in gender and educational level of control variables.Thus,the countermeasures and suggestions for the future development of the video APP can be obtained,and the user acceptance willingness and behavior can be enhanced by improving the ease of use of the operation,reducing the dependence on the wireless network,and increasing the personalization settings.