Research On The Influencing Factors Of The Use Of Short Video By Minority College Students

With the rapid development of Internet technology,video-based content dissemination has gradually become the mainstream,and the mobile short video industry has rapidly risen and profoundly changed people's entertainment and lifestyle.As of 2019,the number of mobile short video users reached 648 million.In minority areas,the use of mobile short video is gradually expanding,users are sinking into third-and fourth-tier cities,and their dependence on the Internet is becoming stronger and stronger,and the use time is gradually increasing.On the one hand,mobile short video fully meets the user's needs for browsing,sharing,and commenting,making it a high-profile and quickly becoming a popular new APP for the public,especially attracting the attention,download,and use of young users with very personal needs,including The user group of college students.On the other hand,mobile short video,as an important part of new media,not only becomes an important tool for college students to communicate and communicate,but also becomes a mobile platform for college students to contact the outside world.Most college students say that they spend a lot of time using short videos every day,and are addicted to it.It is difficult to extricate themselves.They passively accept the massive information of short videos.In the long run,they may lose their ability to think,resulting in emptiness,boredom,anxiety and other emotions Must be impetuous.When the brains of college students are surrounded by this “high stimulus threshold” for a long time,they can get a sense of pleasure and happiness without paying,and they will slowly become immune to these feelings.College students will not be able to meet the long-term needs of users,they will also need higher intensity,longer lasting and deeper stimulation.Compared with college students in other regions,the backward cultural environment and relatively poor educational resources in ethnic minority areas make it easier to indulge in the use of short videos,and the use behaviors show diversification.For example,a strong sense of self-national identity will drive them to over Pay attention to the videos posted by ethnic minority users,and conduct secondary transmission under the condition that it is difficult to distinguish the authenticity of the information,causing information deviation;short video can not control the time,but it is difficult to try to reduce the time to watch;media literacy is low The blind following trend is serious,and even the formation of deformed fame mentality and other malignant behaviors,delusions quickly become famous by becoming "net celebrities".Compared with other groups,short videos and short videos are very popular among college user groups,and even easy to indulge.So what is the reason for its popularity? What caused the indulgence behavior? What are the motivations and wishes behind the behavior? Only by understanding the motivation behind their actions can we find effective solutions.Therefore,it is particularly important to explore the willingness of college students in minority to use short videos and their influencing factors.Technology acceptance models,usage and satisfaction theories have been used to study the adoption and use of new technologies by users.The research results are relatively rich,not only analyzing how new technologies meet the needs of users,but also explaining in detail the adoption of new technologies by users.And use the entire process.This article is aimed at college students in minority areas on mobile short video platforms,combined with technology acceptance models and use and satisfaction theory,on the basis of perceived usefulness and perceived ease of use,adding perceived entertainment,perceived sociality,perceived psychological needs,perception Four influencing factors of use effect,taking into account the unique factors of minority areas,adding the perception of family background,perception of cultural environment,and perception of educational resources as influencing factors,comprehensive use of questionnaires,in-depth interviews,literature research methods A research method to build a model of influencing factors of short-video use intentions and behaviors of college students in minority areas.Among them,the use of motivation and demand factors have the largest degree of influence,the perception of external factors is the second,and the perception of technical factors is the smallest.The results of the study show that: among the perceptual technology factors,the influence of short-video behavior willingness and behavioral factors of college students in ethnic minority areas from high to low are: perceived entertainment,perceived usefulness-sociality,and perceived ease of use.Perceived entertainment is an internal motivation for college students in minority areas to use short videos,making it easier for short videos that focus on leisure and entertainment and time-consuming to be downloaded and used by their groups,and in the process of using short videos,perceive entertainment to college students Satisfying its own entertainment needs and short video entertainment play an important role.Perceived behavior control plays an intermediary role in the influence of collegestudents 'willingness to use short video behaviors on usage behavior in minority areas.Short videos have attracted a large number of college students in minority areas because of their superiority in technology,time,and price.The relatively easy time and single learning environment of college students have become the factors for their use of short videos.College students with poor self-control can indulge in Among them,some college students with strong self-control ability will use short video for knowledge learning and skill improvement.As a newly added variable in the study,external factors of perception not only affect the willingness and behavior of college students in ethnic minority areas to use short videos,but also affect the factors of perception technology.First,the perception of lack of educational resources will make college students in minority areas increasingly dependent on and addicted to short videos;second,perception of rapid changes in cultural environment,college students in minority areas show a multi-level pursuit when using short videos Social interaction and achievements.The emergence of short videos partly compensates for the disadvantages caused by the lack of educational resources in the minority areas and the closure of the cultural environment,so that more and more college students are beginning to try to use and use short videos,which is helpful to expand their horizons and enrich their knowledge.At the same time,college students in minority areas are more likely to pay attention to short video users of the same background,same area and same ethnicity when using short videos,so that users with the same cultural background form a new identity on multiple video platforms that are interwoven with each other.Share and communicate with other people,groups,and organizations.Among the motivation and demand factors,the influence of perceived psychological demand on the behavior willingness and behavior of college students in minority areas is higher than that of perceived usage.Psychological needs encourage users to have the willingness and behavior to use short videos.The use of short videos by college students in ethnic minority areas is mainly based on cognitive needs and belonging needs.On the one hand,the powerful Internet technology blurs the boundary and hides the user's most real thoughts,making users more able to meet their usage behavior and needs through short videos.On the other hand,the user's own characteristics and diversified demands have prompted differences in the use of the same technology.After the demand is satisfied,the use effect of short video will be evaluated,and the perception of the use effect of short video will further affect thecollege students' willingness and behavior of next use.Although college students in minority areas have realized that the indulgence time is too long when using short videos,they still stay at the surface of the cognition and have not taken relevant actions to stop their use.In order to better help college students in minority areas to reasonably use short video apps,this article makes recommendations from three aspects: operators,schools,and users.The details are as follows: First,the school creates a cultural atmosphere and improves educational resources.Do three questions: "Does strengthening student time management help reduce the time for college students to use short videos?" "Is it found that college students use short videos in the classroom to stop them?" "Based on the school's own characteristics and advantages Students interested in short videos will set up corresponding learning courses,or promote the exchange and interaction of relevant majors and disciplines? " Second,users control the use time and optimize the use effect.Do three questions: "Do you reflect on your attitude and behavior of using short video content?" "Are you aware that you have been indulging in short video for too long and don't care?" "Do you use the resources of the short video platform reasonably to find out? Need to learn to master knowledge in entertainment? ".