Research On Influencing Factors Of Users' Social Behaviors In Mobile Short Video Application

With the change updating of information technology,media has rapidly developed towards the direction of mobility.As a powerful type of new social media,mobile short video application supports users to carry out many kinds of online social activities.It has the dual attributes: content consumption and social communication,also the recording and expression way of users have been innovated,thus makes users' social behavior change.The research object of this paper is the kuaishou APP users.In order to fit in with the new development trend of mobile short video application,this paper focuses on the degree and level of users' participation in social behavior.This study mainly explores the specific factors that affect the social behavior of mobile short video applications users and the degree of their effects.This paper innovatively introduced the interdisciplinary theory and added new observational variables,thus achieving the reconstruction of the social behavior model of users.The first chapter,for a start,clarifies the research background,significance and innovation of mobile short video application users' social behavior,and then provides an overview of social media users' behavior and short video users' social behavior research.The second chapter summarizes the media characteristics of mobile short video application: expand the language expression and scene structure,optimize the social interaction chain,shape the social image with personal characteristics,and summarizes the development status of its social function and the existing dilemma of social ecology.Based on the use and satisfaction theory,social capital theory,social exchange theory and other relevant theories,the third chapter uses interview method to conducts in-depth research on kuaishou APP users and combines the research hypothesis set by extracting the variables that affect users' social behavior.The fourth chapter adopts the questionnaire survey method to observe the variables of kuaishou APP users,so as to realize the research design and practical application of users' social behavior model.The fifth chapter compares the similarities and differences of mobile short video applications and other media users social behavior,meanwhile,and propose four suggestions for optimizing social media attribute of the mobile short video applications: first to improve content recommendation mechanism,second to establish new links of offline activities,third to enhance the mechanism of the gatekeepers,fourthly they can lead the mainstream values spread,then summarize and prospect this paper.This article uses the social capital(interaction,mutual benefit,common language)and social exchange(perceived benefits,perceived costs)innovatively as the research variables,then finds that interaction,mutual benefit,common language,perceived benefits significantly positive effect on user involvement and participation in social behavior,perceived costs no significant effect on social behavior.At the same time,mutually beneficial interaction,the common language cross influenced among the three dimensions,and it is found that the factors affect users social behavior variable and the relationship between degree.This paper provides new idea and method for the research on the influencing factors of users' social behaviors in mobile short video applications,which has great value and significance in the field of short video user research.