Research On The Viewing Motivation And Behavior Of Vlog Audiences

Vlog(video Blog)is a kind of way to record life by videos,the biggest feature is that someone speaks to the camera.It was first Born in 2012 on You Tube.In recent years Vlog has gradually become well known to the public.Different from other short videos,the duration of Vlog is about 10 minutes or even longer,each Vlog expresses a complete story or theme,focuses on editing,and highlights the distinctive personal characteristics of Vlogger.From the perspective of the audience based on in-depth interviews and questionnaires,this article explores the viewing habits,motivations and behaviors of Vlog viewers.The research found that Vlog audiences are mainly women from 19 to 25 years old.Bilibili website and Microblog are the main platforms.Life records,beauty and fashion,food,and travel are the most common types.Leisure,personal promotion,media convenience,social influence,curiosity,emotional projection,and aesthetic needs are the motivations of audiences.Female audiences have a stronger sense of leisure and entertainment motivation;the longer they are exposed to Vlog,the stronger the audience's leisure and entertainment motivation;19-25 years old audiences watch Vlog longer;the longer they contact Vlogs,the more frequently they watch and the longer they watch it.Motivation of aesthetics,curiosity,leisure entertainment,and emotional projection have a significant positive impact on the level of participation in viewing behavior.In short,Vlog has a layered feature in audiences and content;meeting the needs of curiosity and broadening horizons by “looking at” other people's lives is the audience's main viewing motivation;Vlogger entrusts the audience to longing for a good and ideal life;there is still a large barrier to conversion from audience to Vlogger.At present,Vlog has been applied in the fields of news,government new media,star promotion,and scientific popularization.This article believes that the future development of Vlog lies in its integration with more vertical fields.Vlog+ will become a new possibility of knowledge sharing in the Internet era.