Research On City Image Communication And User's Participation Behavior In Mobile Short Video Platform

After the explosive growth in 2018,short video has now developed steadily.The entry method of "short video +" has gradually become popular.The short video of the city image is widely recognized by building online popular cities such as Xi'an and Chongqing.“Short video + City image” has also become a new way of city image communication.The short video not only allows the city image to be vividly presented through many stories,but also makes every resident a narrator of the city story and a communicator of the city image.The city is full of humanity.From propaganda to telling,the city story attracts every tourist and also shapes the new image of the city.This study combines short videos with urban image communication.It discusses how to tell urban stories with short video,and explores the innovative characteristics of urban image communication.In addition,the research innovatively links the user participation behavior with some variables such as usage scene,perceived value and user engagement,explores how the browsing and interactive creative participation of urban image short video users occurs.It uses the methods of content analysis and questionnaires.By analyzing the urban short videos of the top 100,It analyzes the characteristics of the short video of the city image,and finds a framework to tell the story of the city.At the same time,a questionnaire and data collection 3.Construct a structural equation model,explore the relevant factors that influence the user participation of urban short video,and put forward relevant suggestions to promote the development of urban short video.At the same time,by issuing questionnaires,collecting data,and constructing structural equation models,it explores related factors affecting user's participation in short video of city image,and puts relevant suggestions to promote the development of short video of city image.The paper concludes that urban short videos contain rich pictures of people and objects in the aspect of expression;vertical screen mode becomes the mainstream.Dialect is not popular.In terms of story content,there are many unique objects of the city featured with novelty,but the content is not deep enough in general.It shows that the picture in the usage scene and emotional value in perceived value play significant positive roles in the participation behavior.The effects of the algorithm recommendation and the enjoyment value are limited.The mediating effects of user engagement on positively promoting relationships are significant.Therefore,it is proposed to improve the inherent cultural quality and spiritual connotation of urban short videos,and stimulate the emotional participation of citizens.At the same time,based on the research on the influencing factors of urban image short video users,the goal of maintaining user viscosity is proposed.The research contributes to telling the story of the city well and making each city more brilliant.