Research On Influencing Factors Of The New Generation Users' Behavior Intention Toward Mobile Short Video APP

Mobile short video APP is a short video integrated APP,which integrates social functions such as short video shooting,editing,uploading,sharing and so on.After experiencing a barbaric growth,entered a relatively stable stage of development of the mobile short video APP,is still facing how to attract new generation traffic?maintain user stickiness and other new bottlenecks encountered.The study take the new generation of users as the object,start from different angles such as the mobile short video APP's social attributes,media attributes,and combined with the Unified Theory of Acceptance and Use of Technology(UTAUT),Media Richness Theory,Perceived Playfulness Theory,take the Sex,Age and Education as control variable,Finally form a model,analyzes the factors of Performance Expectancy,Effort Expectancy,Social Influence,Facilitating Conditions,Information Content Richness,Information Expression Abundance and Information Quality Richness,Perceived Playfulness eight influence factors.The study use the questionnaire,quantitative research method and interview method,based on the 321 valid questionnaires,we make descriptive statistical analysis,reliability and validity analysis,and regression analysis.The final study showed that Perceived Playfulness significantly affected the new generation's use behavior on mobile short video APP;Performance Expectancy,Effort Expectancy,Social Influence,Facilitating Conditions,Information Expression Abundance are also the influence factors;Information Content Richness,Information Quality have no significantly affection to the new generation's use behavior.Based on the conclusion analysis,this paper gives some suggestions for mobile short video APP in user operation,product operation and future development direction,and provides a reference value for the research of user behavior toward mobile short video APP in academic field.