Research On Intermittently Discontinue Behavior Of Mobile Short Video Platform Users From The Emotional Perspective

Since 2016,mobile short video has gradually become a new social platform in people's daily life due to its advantages of low threshold of use,convenient operation and diversity of content.Starting from the relationship between the emotion during the use of social media and the behavior after the adoption of mobile short videos,this paper explores the influencing factors of burnout and anxiety on the mobile short video platform and the intermittent drop-out behavior of users on the mobile short video social platform.First of all,this study sorted out and analyzed the current status of mobile short video research,the concept of intermittent dropout behavior of users,the influencing factors of burnout and anxiety in the use of social media.On this basis,this paper constructs the research model of intermittent dropout behavior of mobile short video social platform users under two emotions of burnout and anxiety.Through analysis,the influence factors of burnout and anxiety were classified as five factors of overload(perceived information overload,perceived system overload,perceived social overload),privacy concern and ascending social comparison.As for the data collection,this study uses questionnaire survey to collect data,collecting 404 valid questionnaires.Then,this study use spss25.0 and amos25.0 to analyze the relationship between overload factors(perceived information overload,perceived system overload,perceived social overload)and burnout,the connection of five factors(perceived information overload,perceived system overload,perceived social overload,privacy concerns,and upstream society)and anxiety,and the mediating role of burnout and anxiety.The results show that two emotions,burnout and anxiety,affect the intermittent dropout behavior of users on mobile short video social platforms.At the same time,burnout has played an intermediary role between four factors(perceived information overload,perceived system overload,perceived social overload)and intermittent dropout behavior.Anxiety also plays an intermediary role among perception of information overload,perceived social overload,privacy concerns,upward social comparison.Finally,this paper gives suggestions on themobile short video social platform: Firstly,the product design should simplify complexity to achieve a more comfortable experience.The second is to provide more human expression and interactive function;Third,improve the design of privacy protection,enhance user trust;Fourth,the use of intelligent technology for users dynamic portrait,optimize personalized recommendation content.