The Impact Of Kwai APP On The Subjective Well-being Of Rural Residents

With the development of short video applications,represented by "Kwai" in the short video applications for rural residents group provides a display and communication platform,a large number of rural theme of short video content has an important position in Kwai,Rural residents gradually broke free from the narrative shackles of the city.At the same time,a large number of rural residents join in the Kwai to form a rural community,for different areas and different types of users to provide a window for mutual understanding,learning,communication and entertainment.Therefore,it is of great significance to explore the influence of Kwai short video on the life and happiness of rural residents.(1)The use intensity of Kwai can positively predict users' subjective well-being.Among them,intensity of use has a significant positive effect on life satisfaction and positive emotion in subjective well-being,and a significant negative effect on negative emotion.(2)The online social capital mediates between the intensity of use and subjective well-being.The intensity of use has a significant positive effect on the bridging social capital and the cohesive social capital.Bridging social capital has a significant positive effect on the positive emotions and life satisfaction in subjective well-being,and a significant negative effect on the negative emotions.Cohesive social capital has a significant positive effect on life satisfaction in subjective well-being.(3)Upward social comparison mediates between use intensity and subjective well-being.Among them,the intensity of use has a significant positive effect on the upward social comparison.The upward social comparison has a significant negative impact on life satisfaction and positive emotion in subjective well-being,and a significant positive impact on negative emotion.(4)Unmarried rural users have stronger subjective well-being;Users with high school education have the highest use intensity,and are most likely to get social capital,and are more likely to make social comparison.Online social capital still plays a dominant role in economic income level.The purpose of this study is to explore the influence of the development of media on the subjective well-being of rural residents in the information age through the study of the Kwai video and the subjective well-being of rural residents,and to discuss how to improve the subjective well-being of rural residents in the information age.