A Study Of Mobile Short Video User Engagement Behavior Based On Social Presence Theory

Mobile short videos have grown rapidly in recent years and have become an irreplaceable social media in both the Internet industry and the everyday life of the public.Mobile short videos not only integrate various emerging Internet technologies,but also combine with social networks to bring users a good experience and help them to promote social interaction while having fun and working.As one of the most popular social media,what are the distinctive features of mobile short videos that influence users' behavior and make them engage in the media.To address the above questions,this paper chooses mobile short video as the research context and social presence theory as the main theoretical basis of this paper.Based on the existing research literature on social presence and mobile short videos,we analyze the meaning and dimensions of social presence theory in different contexts of the Internet,and divide social presence into three dimensions:awareness,cognition and affective,and the technical characteristics of mobile short videos are outlined: personalization and privacy,and social characteristics: sociality.Based on the "stimulus-organism-response" behavioral research framework,a conceptual model of mobile short video user engagement behavior,mediated by social presence,is also constructed.The role of different features in the mobile video context on different dimensions of social presence and the influence of different dimensions of social presence on the performance of different participation behaviors are investigated respectively.In this paper,Tik Tok is used as the empirical object,and the three features of personalization,privacy and sociality are analyzed in the functional design and interface design of Tik Tok according to the technical and social characteristics.In this paper,472 questionnaires were collected through a combination of online and offline questionnaire distribution,of which 334 were valid,and the sample data were analyzed for reliability,model fit,hypothesis validation and mediating effects.The specific research results are as follows.(1)The technical and social characteristics of mobile short videos have different effects on the different dimensions of social presence.personalization has a significant positive effect on the awareness dimension of social presence,but not on the cognitive and emotional dimensions.Privacy had a significant positive effect on both the awareness and cognitive dimensions of social presence,but not on the affective dimension.Sociality,on the other hand,had a significant positive effect on the awareness,cognitive and affective dimensions of social presence.Of the three dimensions of social presence,awareness and cognition have a significant effect on both passive and active participation,except for the affective dimension,and the effect of cognition is greater than that of awareness.(2)In the analysis of the mediating effect of social presence,when the dependent variable is passive participation behavior,the dimensions of social presence are partially mediated between personalization,privacy and sociality and passive participation.This suggests that personalization,privacy and sociality have a partial effect on users' engagement behavior,while another partial effect is generated through social presence.When the dependent variable is active engagement behavior,the dimensions of social presence are fully mediated between personalization and active engagement,and partially mediated between privacy and sociality and active engagement.This suggests that personalization itself does not directly influence users' proactive engagement behavior,but that it can be influenced by social presence.Furthermore,there is no difference in the mediating effect of each dimension of social presence.In summary,sociality has a greater effect on social presence than personalization and privacy,and only sociality has a significant effect on all three dimensions of social presence.This shows that sociality is an important factor in user perception,especially in terms of user emotion.personalization has the lowest number of dimensions on social presence,while privacy does not have a significant effect on the affective dimension of social presence,but has a greater effect on perception than awareness.This suggests that the main effect of personalization on social presence is on the awareness dimension,i.e.facilitating the user's perception of the presence of other users and the perceived authenticity of the platform.Privacy,on the other hand,facilitates the awareness dimension while promoting mutual understanding between users,suggesting that higher levels of privacy promote self-revelation and performance,thus allowing users to understand each other within the platform.Furthermore,for some of the variables in the technical features,such as personalization itself does not influence users' active engagement behavior,suggesting that some of the technical features have an impact on users' behavior by influencing their psychological perceptions.