Research On College Students' Addictive Behavior And Its Influencing Factors In Mobile Short Video APP

Since 2016,the mobile short video coverage of the entire network has been increasing,showing a “spurt” development trend,bringing huge traffic and commercial market to the mobile Internet.Behind the short video of mobile short video,there are many hidden concerns.Under the bombardment of mobile short video fragmentation information content,the development of mobile short video platform is imperfect,users are easy to fall into the trap of “entertainment to death”,mobile short video APP Excessive use leads to addictive behavior.In this paper,the mainstream user population of mobile short video is taken as the research object,and the instinct behavior and its influencing factors of mobile short video APP are explored.Based on media dependence theory and Big Five personality traits,this study combines semi-structured interviews to construct a mobile short video app using influential factors to explore entertainment motivation,social motivation,information acquisition motivation,self-expression motivation,stress and social impact.The effects of two independent variables,the openness and extroversion of personality traits,on the use of mobile short video APP,and the degree of difference between the six variables of use level and demographic factors.This study mainly used the questionnaire survey method to screen 322 valid samples for reliability and validity test,descriptive statistical analysis,correlation analysis,regression analysis,regulatory variable analysis and differential analysis.The study found that entertainment motivation,social motivation,self-expression Motivation and stress have a significant impact on the behavior of mobile short video APP college students,while information acquisition motivation and social influence have no significant effect on the use of addiction behavior.At the same time,personality traits openness and extroversion are not significant for college students to use addiction behavior.Regulatory effect.Finally,the corresponding research conclusions are drawn for the research findings,and constructive opinions and countermeasures are proposed for the intervention to guide mobile short video APP students to use indulging.