A Study On Influence Factors Of Vlog’s Diffusion Based On Innovation Diffusion Theory

With the development of mobile Internet technology,mobile new media,as a tool of information dissemination,is also constantly updated and iterated.From instant messaging tools to microblog,wechat and mobile short video,we are constantly extending and expanding people’s online communication behavior.Vlog,a video diary emerging in recent two years,is an innovative product of mobile new media.Its emergence has injected vitality into the media ecology of short video traffic peaking.Vlog is a kind of foreign product,which first emerged in 2012 from the foreign YouTube platform.In the past two years,vlog has entered China,supported by the mainstream platform with its unique characteristics of personalization and authenticity.Under the demonstration effect of star big V,vlog has broken through the small crowd circle and successfully entered the public vision.Based on this,this paper attempts to explore the possible factors that affect the spread and use of vlog.Based on Rogers’ innovation diffusion theory,this paper takes vlog as the specific research object,and makes an empirical study on the diffusion and use of vlog.This paper studies how to quantify the diffusion process of vlog based on the current use behavior and future use intention of vlog users,including the time of contacting vlog,the frequency of using vlog,whether to continue to use,whether to recommend others to use,and whether to purchase new equipment and software.At the same time,it analyzes the diffusion and use influencing factors of vlog based on the four factors of innovation diffusion,including innovation attribute,communication channel Individual innovation and social system.Through descriptive statistical analysis,correlation analysis and regression analysis,this paper empirically analyzes the relationship between the influencing factors of innovation diffusion and vlog diffusion and use behavior.It is found that the diffusion process of vlog basically conforms to the characteristics of "s" curve,while vlog usage frequency of users with different education levels is quite different.The five factors of innovation diffusion have great differences in user’s use behavior,which are embodied in: individual innovation,comparative advantage and complexity have positive effects on current use behavior,social system has negative effects,and comparative advantage,communication channels and individual innovation have positive effects on future use intention.At the same time,the study also found that potential users of vlog pay more attention to interpersonal communication,but the individual innovation is lacking.Based on this,for the future communication and diffusion of vlog,we should continue to maintain its comparative advantage,stimulate users to innovate again;at the same time,we should explore sustainable profit model based on communication channels and platforms;we should also focus on interpersonal communication,and strive for more potential audiences.