The Study On The Influential Factors Of Douyin Users' Behavioral Willingness In The Background Of Excessive Entertainment

In the era of mobile Internet,short video is a new kind of information bearing method,which attracts a large number of users because of its rapid spread,simple shooting and instant sharing.Compared with traditional texts,pictures and long videoes information bearing methods,short video is more in line with the trend of the times,and more suitable for the fragmented information acquisition mode of the public in modern fast-paced life.With the emergence of various short video applications,the competition in the short video market has become increasingly fierce,and the influx of large amounts of capital has promoted the continuous development of the short video field.In China's current short video market,the market share of Douyin APP has been large,and the number of users has been rising.As a typical short video platform,Douyin has been criticized in the context of the excessive entertainment era,but it has also gained a lot of users since its product positioning,and Douyin has become the first social short video platform for vertical interest in China.This paper will use Douyin platform as the research object,and do a study on the influencing factors of the platform user's willingness to act.Through the analysis of the media literacy and short video platform operation mechanism of China's short video users in the context of the excessive entertainment era,we hope to improve China's laws and regulations on short video and promote the sound development of China's short video industry.This paper firstly combs the research status of short video social platform and vibrating short video platform,and clarifies the concept of excessive entertainment by reading the literature,so as to study the influencing factors of the user's willingness to Douyin in the background of excessive entertainment era.By referring to the research on the factors affecting the behavioral willingness of social media users,the relevant theoretical models suitable for this paper are established,and then the factor model which may affect the willingness of users of Douyin is derived.Based on the model,the paper puts forward the relevant hypothesises of the research.The paper use questionnaire survey research method to collect questionnaires and analyze the basic usage of the Douyin user: Douyin users account for a large proportion of mobile Internet mobile phone users,and the young group is the mainstream users.In addition,Douyin users have strong adhesion to the platform.Through the correlation analysis of the questionnaire data,it is verified that perceivedusefulness,perceived ease of use,perceived entertainment,rich social presence,immersive presence,and intimate presence will positively affect the willingness of Douyin users.The study concluded that perceived ease of use has the weakest impact on the willingness of Douyin users' behavior,but the impact on their willingness to use and the willingness to recommend behavior is significantly enhanced.However,the perceived entertainment has a stronger influence on the willingness of the users of Douyin,but the influence on their willingness to use and the willingness to recommend the use is weak.In addition,the data shows that Douyin user has a high degree of concentration in the process of using Douyin,and the immersive experience is strong.Based on the above research conclusions,this paper also reflects on the national laws and regulations,Douyin platform and the user's personal level,and puts forward corresponding feasibility suggestions.