Research On "Use And Satisfaction" Of Mobile Short Video Users

Since the launch of the Tik Tok in September 2016,the Tik Tok has been hot.As a short video platform in recent years,it has quickly ignited the short video market.Its user growth speed,activity and penetration rate are far superior to other short video software.The rapid development of mobile short video software represented by Tik Tok has made research on its users a key.Therefore,this paper analyzes the group characteristics of the Tik Tok user as the entry point,and explores the short video of the vibrating sound from the perspective of user perception and usage behavior from the perspective of “use and satisfaction” theory,and uses the questionnaire survey method to the video user of the vibrating segment.Conduct surveys and statistics.Firstly,the mobile short video,the Tik Tok and the theory of “use and satisfaction” are discussed to achieve a comprehensive understanding of the mobile short video with the Tik Tok as an example;then the user group of the mobile short video is investigated and counted.It mainly includes the sociological characteristics of its users,frequency of use,functional preferences,motivation for use,degree of satisfaction,etc.,in order to have a certain understanding of the group of Tik Tok users;secondly,the use of Tik Tok users according to the theory of "use and satisfaction" The incentive and demand satisfaction are divided.Finally,the social impacts brought by the short video of the Tik Tok are summarized from the positive and negative aspects.Combined with the results of the questionnaire survey,suggestions are made for the future development of the mobile short video represented by the Tik Tok.According to the results of 495 valid questionnaires,the following conclusions are drawn: among the college students of the vibrato users,the female users are more male users,and the undergraduates are mostly;the most users of the Tik Tok users contact the software for one to two years,most of the users.The frequency of use is one to three timesa week;the Tik Tok containing the types of hilarious entertainment and scenic tourism is the most popular type of users,and the motivation for the video,commenting,etc.can induce the college students to watch the Tik Tok;Adjusting the mood is that the Tik Tok is the most functionally satisfying user's needs.