Research On The Influencing Factors Of User Acceptance Behavior In Mobile Short Video APP

With the development of the Internet and the popularity of mobile intelligent terminals,the emergence of mobile short video APP has been promoted.With the advantages of simple operation,high user participation,strong social network,and being able to be used anytime and anywhere,mobile short video APP has become the second largest industry after instant messaging.How to improve the user acceptance of mobile short video APP,retain existing users and attract more users has become one of the important problems to be solved by mobile short video providers.This is also the main problem to be solved in this research.This paper will conduct an in-depth study on mobile short video APP.TAM model will be selected as the basic model of this paper.Combining with the functional characteristics of mobile short video APP,individual innovation and social capital theory will be introduced to construct the model of influencing factors of users' acceptance behavior of mobile short video APP.The questionnaire was designed and distributed,the collected survey data was analyzed,and the factors influencing the acceptance behavior of mobile short video APP users were discussed.The empirical results show that individual innovation significantly affects the perceived usefulness and perceived ease of use of mobile short video apps.Structural social capital has a significant impact on the willingness to use mobile short video APP.Cognitive social capital has a significant impact on users' willingness to use,and cognitive social capital has a significant impact on users' perceived usefulness.The perceived usefulness and perceived ease of use of the mobile short video APP significantly affect the user's willingness to use,and the positive effect of perceived ease of use on perceived usefulness is confirmed.The willingness of mobile short video APP users to use has a significant positive impact on the acceptance behavior of mobile short video APP users.Based on the conclusion of empirical analysis,this paper puts forward corresponding countermeasures and Suggestions from four aspects: guiding users to publish and share practical information,influencing users' attitude towards new things,helping users find users who are similar to them,and guiding users to interact with others.