Research Report On The Factors Influencing The Highly Educated User's Intention Of Using Mobile Short Video

In recent years,mobile short video has gradually become one of the most common channels for people to receive information,Mobile Short video has the characteristics of short playing time,low shooting threshold,entertainment and sociality,and it is deeply adapted to the fragmented use scenes of users in today's society.Nowadays,the mobile short video industry has gradually transitioned from an explosive growth stage to a steady growth stage.With the division of existing user scale by industrial giants,the original population and industrial dividend gradually disappear,and the industry as a whole shows a red sea of fierce competition.All major mobile short video app platforms are facing the problems of slow growth of new users and increased loss of old users,It is a common rule for Internet companies to split up the total users and operate for different User sub-groups.The highly educated users are the important part of the whole user,which have some commonness in content consumption and product experience preference,and also have an important influence on the product reputation construction and the upper limit of value.Therefore,it is necessary to probe into the highly educated user's psychology and behavior of mobile short video application,and make clear the key factors that influence the user's intention of using behavior,so as to carry on the targeted product iteration and operation for this target population in the later period.In addition,the current mobile short video app has a tendency of over entertainment,and the platform is full of a large number of homogeneous and shallow content.Because of their media literacy and knowledge level is relatively high,highly educated users tend to be disgusted with the content bias of excessive entertainment.In this case,it is also necessary to explore the relationship between recreational factors and users' intention to use product Sloving this problem will not only help the application retain highly educated users and improve product tuning,but also enable the company to better play its social value.Starting from the above background,The study focused on short video highly educated users,and uses the research methods of questionnaire and in-depth interview,to study the core factors and the internal influencing mechanism that influence the intention of using behavior.Finally,I integrate different theoretical frameworks,take perceived usefulness,expectation confirmation and satisfaction as the basic variables.Based on the highly educated user's use mechanism of the product,the variables of perceived risk,social interaction and perceived entertainment are introduced,This report constructs a influencing factors model of highly educated user's use intention of mobile short video.design the questionnaire to collect data,the next step is to do empirical research.At the same time,I conduct in-depth interviews with some users of short video products with different characteristics,and verify the results of data analysis with each other.Finally,the following conclusions are reached,first,perceived usefulness is the primary factor that affects the highly educated users' satisfaction and willingness to use,while perceived usability has no significant effect on either.Second,perceived entertainment has a direct negative effect on highly educated users' satisfaction and willingness to use,but has an indirect positive effect through usefulness,which shows that over-entertainment of products can not really keep highly educated users,the combination of usefulness and entertainment is the best way to realize product value.Third,social interaction positively influences highly educated users' willingness to use application,while perceived risk has a negative effect.Fourth,the product use level of highly educated users is generally not high,they mostly stay in browsing and simple interaction,and lack of creative motivation.Finally,according to the conclusion,the report put forward suggestions for product iteration and operation development from different perspectives,including strengthening highly educated users' perceived usefulness in content operation,improving vertical operation,push more valuable content to users;improving social function of the product,grasp the social opportunity of scene,maintaining great community atmosphere;improving highly educated users' participation level and encouraging content creation through operational means and growth systems,paying attention to perceived risks of highly educated users,gaining the highly educated users' trust for the applicationand and creating a sustainable use mechanism of the mobile short video applications.