| With the popularization of the Internet,we media content products,especially we media video content products,are favored by the majority of netizens.More and more we media users will not only browse entertainment and leisure content through we media,but also learn learning videos that can help self-improvement through we media.The influencing factors of we media users’ willingness to watch learning videos and entertainment videos need to be further studied.In addition,"I am very busy" has become the norm of people in modern society,and has an important impact on people’s life and work."996" working hours have also become the standard for professionals in the workplace.Consumers feel busier than ever before.However,there is a lack of empirical research on busyness academically.This thesis Focus on the influence mechanism of the user’s busy mindset on video viewing intention and explores the mechanism of the influence of the busy mindset of users on the willingness to watch two types of videos.Therefore,this thesis mainly discusses the following three questions:(1)how does busy mindset affect learning and entertainment video viewing intention;(2)the mediating mechanism of busy mindset affecting learning video viewing intention;(3)the moderating role of time pressure in the influence of busy mindset on learning video viewing intention.The main work of this thesis is as follows:(1)Propose research questions,sort out the existing literature,and propose the research direction of this thesis.(2)Based on the theory of regulation and self-control,this thesis constructs the research framework and propose the research hypothesis.(3)Through scene simulation experiment,283 valid questionnaires were obtained after screening.Through reliability and validity analysis,general linear model test and regression analysis,this thesis tests the research hypothesis.(4)Questionnaire survey was conducted,424 valid questionnaires were obtained after screening.Through reliability and validity analysis,regression analysis,further test the hypothesis of this study.(5)This thesis explains the research results,discusses the contribution and significance,and points out the limitations and future research direction.The results show that:(1)Busy mindset increases the willingness to watch learning videos,but the total effect on the willingness to watch entertainment videos is not significant.(2)Self-importance not only plays a mediating role between busy mindset and learning video viewing intention,but also between busy mindset and entertainment video viewing intention.(3)Time pressure regulates the direct effect of busy mindset to learning video viewing intention;Compared with subjects with high time pressure,the busy mindset of subjects with low time pressure has a greater impact on learning video viewing intention.This thesis explores the influence of busy mindset and we media video viewing intention,enriches the research context of busy mindset and self-control behavior,and expands the research framework of busy mindset and self-control behavior.The research results are helpful for we media video platform and bloggers to make decisions to continuously attract users,promote the society and individuals to further understand the busy mindset,and use of we media video reasonably. |
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