Research On User Behavior Of Douyin APP University Based On Usage And Satisfaction

With the popularization of 4G networks and the development of 5G networks,a large number of mobile short video apps such as TikTok,Kuaishou,and Watermelon Video have emerged.TikTok stands out due to various reasons such as unique content,correct product positioning,diversified profit models,and capital support,and has gained a strong user base.In addition,the TikTok APP has attracted the attention of college students due to its rich content,low-cost production process,and fragmented dissemination method,and it has gained a large number of users in colleges and universities.For contemporary college students who have grown up with the Internet,the TikTok APP is an important mobile short video platform that can reduce stress,obtain information,express themselves,interact with friends,and gain recognition.This article takes the TikTok APP college student users as the research object,combines theoretical foundations with empirical research,combines the use of E.Katz and others with the theory of satisfaction and Maslow's needs theory,and takes the questionnaire as the core,And analyze the platform characteristics of TikTok APP to lay the foundation for the full text research.At the same time,according to the specific production behavior,communication behavior and consumption behavior of the TikTok APP college students,the needs of the TikTok APP college students are summarized as "cognitive needs","emotional needs",and "integration needs".Through the analysis of the needs of college students,explain the psychological reasons for the behavior of TikTok APP college students,and predict the positive and negative impacts of the TikTok APP on college students.University student users themselves proposed corresponding strategies.Finally,the graduation work,a documentary,records Axi's behavior and needs of "web celebrity" users of TikTok APP as a case study,which adds more real data to the research in this paper.This article aims to help college students to treat TikTok APP rationally,and to provide references and suggestions for the healthy development of TikTok in the future.