Research On The Mechanism Of Content Creation Behavior Of Mobile Short Video Users

With the progress of Internet technology,the promotion of 5G network,the expansion of wireless network coverage and the popularization of smart phones,more netizens can easily access the network and browse short videos by using mobile terminal devices.Therefore,mobile short videos based on the Internet and intelligent terminal technology have also entered a highly popular state.Different from traditional media,mobile short video has the characteristics of wide adaptability,large carrying capacity and strong transmission.Short video is not only a new channel to obtain information,but also brings both visual and auditory experience to users.Mobile short video develops rapidly and the entry threshold is low.As long as users have creative intention,they can create and publish content on the short video platform to show themselves and share their lives.Content created by users has become an important information resource of the platform.Content is the core of the promotion and operation of the short video platform,and it is also the driving force for the sustainable development of the platform.In the era of rapid information change,how to motivate users to create more and better quality content has always been a concern in the development of short video platforms.Through in-depth analysis of the mechanism of mobile short video users' content creation behavior,the motivation and demand of users' creation are explored in order to provide reference for the construction and optimization of short video platform and promote the sound and sustainable development of the platform.This paper clarifies the connotation and characteristics of mobile short video users' content creation behavior by sorting out related researches on mobile short video and user content creation behavior.Analyze the components of mobile short video users' content creation behavior: subject(content creator,content receiver),object(content),environment(platform environment,cultural environment,social environment),technology(various technologies supporting platform operation);The process of content creation is deconstructed: the budding stage of inspiration,the implementation stage of creation and the completion stage of content,and the process model of content creation behavior of mobile short video users is constructed.Using grounded theory research methods,in order to short video platform user as the research object,through the combination of online and offline interview way,collect the original data,through various coding,it is concluded that mobile users short video content creation with creative skills,expected return,emotional needs,platform service,atmosphere environment five power factors effect and influence.Based on social cognitive theory,five incentive factors can be divided into internal motivation,creative ability,expected return,emotional needs)and external motivation(platform service,atmosphere)two aspects,the combination of mobile short video user content creation behavior contains four kinds of elements,three phase,short for mobile video content creation user behavior mechanism analysis and build models.According to the internal and external driving factors of mobile short video users' content creation behavior,this paper puts forward the incentive mechanism of mobile short video users' content creation behavior:To stimulate users' creative ability,optimize the reward mechanism of the platform,meet users' emotional needs,improve the service level of the platform,and create a good environment,the incentive mechanism combined with internal and external forces will provide reference for the managers of the short video platform to formulate perfect measures.