Research On Influencing Factors Of User Behavior Willingness Of Video Blog

With the rapid development of Internet platforms,domestic users are gradually familiar with showing themselves through video.When the competition of short video platforms is increasingly fierce,and users are aesthetically fatigued with homogenous content that is mainly entertainment,Vlog's appeared to inject fresh blood into the video field.Vlog shares users' real life as content,the duration is generally 5-15 minutes,compared with the fast culture of short videos,high-quality Vlog is more in-depth and digable.Users watch Vlog or out of curiosity and prying eyes for creative users,or out of a sense of ritual for finding life.Vlog was once driven by stars such as Ouyang Nana,and even became known as "the next outlet of the short video".From the current stage,although Vlog has a hot concept,so far there is no explosive content,and no user habits have been formed.This article explains the above-mentioned phenomena by studying the influencing factors of the user's behavior intention of Vlog,and puts forward suggestions for the future development of Vlog through the documentation and data analysis.This article takes Vlog users as the research object,from the perspective of Vlog's media attributes,social attributes,etc.,combined with the integrated technology acceptance model(UTAUT),media richness theory and use and satisfaction theory,to build a model of influencing factors of user behavior willingness.It mainly tested the influence of 11 factors on behavioral will including performance expectations,effort expectations,social impact,convenience,information content richness,information expression richness,information quality richness,information search needs,social interaction needs,entertainment and leisure needs and self-identification needs.In this study,data collection mainly adopts the questionnaire survey method.A total of 323 questionnaires were recovered,descriptive statistical analysis,reliability and validity analysis,regression analysis and difference test were performed on 274 valid questionnaires.Through data analysis,it is found that entertainment and leisure needs,social interaction needs,richness of information expression,performance expectations and social impact have a significant impact on Vlog users' behavioral wishes.Based on literature review,data analysis,and collation of interview results,this article analyzes the reasons why Vlog only stays in the conceptual hot stage from the three aspects of Vlog content,user habits,and commercial monetization mode,and on this basis,it proposes the future development direction of Vlog—to broaden ideas,innovate content and forms;improve literacy and lower the threshold,enhance user stickiness;enhance platform support,activate traffic through multiple channels,and establish mature business monetization models and other related suggestions.