Research On User Motivation Of Mobile Short Video Platform

With the rapid progress of technologies such as mobile Internet and artificial intelligence,as well as the growing demand for fragmented entertainment and the rising dynamic status of the audience,the development of mobile terminal has gradually been characterized by decentralization,interactivity and diversification.Mobile short video,due to its own characteristics of high transmission efficiency,low production threshold and richer information presentation,proves to be a prevalent new medium for information recording,disseminating and sharing.According to the 43 rd China Statistical Report on Internet Development,as of December 2018,the number of short video users reached 648 million,with the user utilization rate of 78.2%.The mobile short video industry is becoming gradually mature,which raises higher requirements for its future development.In terms of user strategy,the emphasis should be shifted from how to absorb new users to how to improve the viscosity of old users so as to retain old users.Based on this,the study focuses on the user motive,the feature of the user's demand,and the influence of the use motive on user viscosity.From the angle of users,this study based on the theories of communication,psychology and sociology,adopts an empirical research method combining deep interviews,grounded theory and questionnaire survey to probe into the use motives of mobile short video users.Firstly,the development of mobile short video is introduced through combing the concept definition and development process,analyzing the development status and summarizing the media characteristics.Secondly,through the in-depth interview with users and the grounded theory analysis,nine motives are found for users to use mobile short video: social communication,social identity,entertainment,curiosity and interest,self-fulfilment,altruism,external rewards,ease of use factor,and usefulness factor.Meanwhile,the questionnaire survey is applied to explore the differences in motives and the main motives that influence user viscosity,and investigate the avoiding motives and motivating factors of non-mobile short video users.The results suggest that entertainment,curiosity and interest,external rewards and usefulness factor are the main motives for users to use mobile short videos.T-test and ANOVA show that there are significant differences in the use motives of users with different age and education.Besids,correlation analysis and linear regression analysis indicate that there are strong correlations between the nine motives and the use viscosity,and entertainment,curiosity and interest,social identity,external rewards and useful factor have significant positive effects on use viscosity.Finally,on the basis of the interpretation and analysis of the research results,three suggestions are proposed for the future development strategy of mobile short video from the perspective of user experience: enhancing the dissemination of knowledge content,accurately locating and optimizing its social function,and refining personalization function to enhance user's experience.It is hoped that this study can help and enlighten the experience optimization and future development of mobile short video.