| Under the background of mobile Internet,short video develops rapidly due to its characteristics of fragmented communication and low creation threshold.In addition,the arrival of the era of 5G will promote short video industry into the next stage.The content quality of short video platform is still a significant factor for users to select the platform,and the creative vitality of that is crucial to the formation of platform ecology.However,there are few studies on users' intention to post short videos at present,this paper takes social short videos as the research carrier to explore the intention of posting short videos on social short video application.Based on the big-five factor model of personality trait theory,social value and emotional value of perceived value theory according to the characteristics of short social video,this paper constructs a theoretical model to examine the influence of short video users' personality traits on their posting intention of short videos mediated by user perceived value.Through the method of questionnaire survey,380 valid questionnaires were collected to examine the theoretical model.Using AMOS 24.0 to carry out structural equation model analysis and the mediation effect analysis,the research result founds that:(1)Different personality traits of users have different influences on the posting intention of shor t videos: extraversion and openness have a significantly positive effect on the posting intention,while conscientiousness has a significantly negative effect on it,agreeableness and neuroticism have no influence on it;(2)Social value,emotional value have significantly positive influences on the posting intention of short videos,where the effect of social value on the posting intention is stronger than that of emotional value;(3)Perceived value plays a mediating role between users' personality traits and short video posting intention:perceived value plays a partial mediating role in the influence of extraversion,openness and conscientiousness on short video posting intention,while emotional value plays a complete mediating role in the midst of neuroticism and short video posting intention.In conclusion,this study proposes and verifies an overall model that takes personality traits,perceived value,the short video posting intention as the main context.The results of this study can not only increase people's p sychological understanding of users' posting intention of short video application,but also provide practical suggestions for short video application platform to improve users' posting intention. |
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