Research On User Short Video Evaluation Index

Since 2013,short video has become an important medium for hundreds of millions of users to live,study and work.As a carrier of video content dissemination,short video provides information content to users through mobile application platform,meets various needs of users,and becomes a tool for users to browse,produce and disseminate information.With the continuous expansion of the number of users,the audience's demand for short video also presents the trend of continuous segmentation and vertical.For users,high-quality short video is the carrier of information receiving and social networking;for content producers,short video is a tool for self-expression,fan drainage and commercial realization;for short video platform,by studying users' short video evaluation mechanism,users' needs and preferences can be understood,and short video content can be produced and realized Platform packaging operations,industry development to provide guidance.Therefore,this paper leads to the research of user short video evaluation index.Through the method of "literature analysis + empirical research",this paper explores the user short video evaluation index mechanism.Short video is a technical product of fast-food consumer content under the background of Internet.The structural design of its evaluation index must rely on an existing model.Based on literature research,users' evaluation of short video is affected by subjective and objective factors,including user perception experience,short video content quality and short video platform quality.These three aspects also constitute the basic indicators of user evaluation.Based on the TAM acceptance model,this paper designs the perception experience dimension of short video user evaluation,appropriately evolves the evaluation standard to make it fit the media use characteristics of short video,and puts forward three specific evaluation dimensions of "perceived usefulness,perceived identity and perceived entertainment" at the dimension level.Combined with the conclusion of literature analysis,this paper summarizes the commonness of objective indicators of user evaluation of information products,media products and platform products,and analyzes the evaluation indicators of short video content and platform.The short video evaluation index system is constructed with "user perception dimension,short video content quality dimension,short video platform quality dimension" as the first level index.This paper uses quantitative research in the empirical method,through the data analysis of the management category,to verify the rationality of the evaluation index,and with the help of statistical analysis method to study the systematic characteristics of the evaluation index,through the hypothesis to verify the impact and practical significance of these indexes on users' use of short video in reality,and puts forward some guiding suggestions.