Research On Influencing Factors Of Short Video Social Software User Promotion

With the popularizing of mobile smart devices and the rapid developing of communication technology,short video social software has attracted the attention of many netizens due to the richness and novelty of its content.The user scale and market share have continued to grow.Quick hands,vibrato,beautiful shots,etc.Apps have long occupied the forefront of download rankings in major app stores,but as the user bonus in the early stage of the short video social software market has gradually disappeared,the user and market penetration rates of the major short video social software platforms are slowly approaching critical values.Video social software platforms need to consider how to maintain and develop their own user market in order to maintain their sustainable development in this big change.Then when short video social software is used for user promotion,the platform and decision makers need to consider what factors will affect the user promotion effect.In view of the above realistic background,this article takes short video social software users as the research object,and studies the main factors that affect the promotion of short video social software users.By combining theories of perceived value,social impact,viral marketing,and the characteristics of short video social software,and Based on the detailed possibility model,a model of influencing factors for short video social software user promotion was established.A total of 268 valid questionnaires were collected through questionnaire surveys.SPSS 24.0 data analysis software was used for data analysis.The basic information of the sample and the usage behavior were statistically analyzed,and the reliability and validity of the scale and the sample were analyzed by factor analysis.One-way analysis of variance was used to initially verify the four hypotheses of the demographic variables.Finally,the variables were analyzed by regression analysis.The direct effects and indirect effects in the paper are discussed and finally verified.The research results show that there are significant differences in the promotion of short video social software for users of different genders,ages and educational backgrounds;perceived usefulness,perceived ease of use,perceived entertainment,opinion leaders,and herd mentality have direct effects on the promotion of short video social software users At the same time,viral marketing can positively regulate the relationship between perceived value,social impact and the promotion effect of short video social software users.On the core path,the key factor affecting user promotion of short video social software is perceived usefulness(B = 0.232);on the marginal path,the influence of opinion leaders(B = 0.244)in the social impact dimension on user promotion of short video social software Greater than the impact of herd mentality,among demographic variables,education(B = 0.269)has the greatest impact on user promotion of short video social software.In view of the above research conclusions,this article proposes three ideas of "focus on perceived value","extensive use of social impact" and "flexible use of viral marketing" to promote short video social software,hoping to provide reference for users of short video social software promotion on major platforms.