A Study On The Influencing Factors Of College Students' Excessive Use Of Online Short Videos

In today's society,there are more and more different types of social media in the market.Social media addiction has become an important research topic in the age of Internet information.The birth of online short video marks the emergence of a new form of social media.However,its features of naked content presentation and strong sensory impact make students easily immersed in it,resulting in dependent use behavior and even excessive use,and bring a series of negative consequences Therefore,it is necessary to analyze the antecedents that drive users to use short video applications in order to reduce the probability of negative results from sources.Current studies on overuse of social media are mainly focused on online games and online social network services,while those on overuse of short video applications have not been fully examined.In China,the research on the overuse of social media mostly comes from psychology,while there is still a lack of relevant research from the information science.Therefore,in this paper,from the perspective of users' specific needs,based on the Media System Dependency theory,combined with the framework structure of I-PACE model and the theory of Uses and Gratifications.Based on PLS-SEM,the above variables such as knowledge acquisition,Social identity and emotional needs,entertainment needs,social interaction,compensatory expectation,dependency use,excessive use and inhibitory control are selected,and several hypotheses are proposed according to the corresponding theoretical basis.This paper explores the influencing factors of college students' excessive use of short video applications and builds the measurement model,and collects user data of Chinese and American college students respectively for group comparison.SPSS 21 was used for descriptive statistical analysis of the basic information of the interviewees,and the reliability and validity of the relevant scales were analyzed.Smart PLS 3 was used to evaluate the measurement model,and the results of measurement model were obtained.The test results basically support the model of "Factors Influencing College Students' Problematic Short Video Applications Use" proposed in this study.Finally,according to the test results of the research hypothesis,the relevant contributions and limitations of this research are discussed respectively.Based on the limitations of the research and the previous studies,the future research direction is prospected accordingly.