Research On Influential Factors For The Dissemination Effect Of Mobile Short Video

With the popularization of mobile intelligent terminal devices,the demand of users has continuously transitioned from the graphic to the video era,and various short video platforms have appeared.In the new online video environment,content products have sprung up,and the growing user scale and user demand are driving the development of the short video industry.Various commodities,songs,etc.have formed a crazy spread by means of platforms.The marketing value of short videos has become increasingly prominent.This article explores the spread model of mobile short video and the influencing factors of the short video explosion.Firstly,use three-layer ladder model of network information dissemination to evaluate the effect of mobile short video dissemination.Based on IAM,ELM and other related models and theories,this article analyze all possible influencing factors of mobile short video from the perspective of information characteristics and user characteristics.At the same time,combined with the actual situation of the vibrato short video APP,the theoretical model of the research is established.By writing a web crawler for Douyin APP,the data needed for the research is collected as comprehensively as possible.The data was preprocessed by using SQL commands.Then the data was analyzed by regression modeling,factor analysis,structural equation modeling,and then make the research conclusions.At the same time,in order to consolidate the stability of the conclusions,this paper conducts robustness analysis.Finally propose relevant management suggestions.This study enriches the research of mobile short video,and lays a foundation for future research.It also has important significance in theoretical aspect.At the same time,this research has practical value for the development of mobile short video.Mobile short video APP has become an important platform for companies and individuals' marketing and information sharing,this study will help companies enhance brand influence and explore the further commercial value of the mobile short video.