Research On Influencing Factors Of User Behavior Of Short Mobile Video APP Users For Entertainment

With the continuous convenience of the Internet and mobile communication,the development and competition of the mobile short video industry is becoming more and more fierce.Therefore,it is of great significance and value to study the use behavior of users.For the mobile short video industry,how to attract new users,maintain old users and improve user stickiness has become an urgent problem to be solved for the mobile short video platform.Therefore,it is of great significance to study the factors affecting the user behavior of entertainment mobile short video platform.This study entertainment mobile short video users broader:Tik Tok,Video deft,Mei pai app,Volcano video as the research object of this study,using the basis of the predecessors' mature technology acceptance model,introducing the related variables: content experience,perceived entertainment,perceived risk,design in line with the research model of mobile short video entertainment,and using the methods of questionnaire investigation,interview method,studies the use of user behavior,ultimately entertainment mobile short video the influence factors of user behavior.The empirical study shows that different user characteristics have no significant influence on the use behavior of entertainment mobile short video users.Perceived ease of use has the most significant impact on perceived usefulness,followed by perceived entertainment and perceived risk.Content experience has the least significant impact on perceived usefulness.Perceived usefulness has the most significant influence on user behavior,followed by perceived risk,content experience,perceived entertainment and perceived ease of use.Through empirical research conclusions and the current dilemma of entertainment mobile short video put forward opinions to promote the healthy and stable development of entertainment mobile short video industry.