Research On The Generation Motivation Of E-commerce Short Video Users' Comments

As a new product of modern information technology and Internet technology in social media,short video is highly concerned and welcomed by the public under the social background of comprehensive entertainment.The development of short video field has also attracted the attention of other industries.As a new media with wide audience and high user activity,short video provides opportunities and platforms for the development of other industries."Short video +" mode has become the current popular trend,and e-commerce short video emerges as the times require.In the short video platform,the product links added by users at the bottom of the short video can jump directly to the product page after clicking.This short video + e-commerce form is generally recognized by short video users.As one of the bases for users to understand products and make purchase decisions,user comment information has an important impact on consumers and businesses.Therefore,it is meaningful to study the generation motivation of e-commerce short video user comment information.At present,there is still a lack of research on user comment information under the new mode of combining social networking with e-commerce.At the same time,scholars' research on the generation motivation of user comments mainly focuses on the generation motivation of negative comments.They think that negative comments are more likely to be concerned by consumers and have a greater impact on consumers' purchase decisions.However,combined with the research situation of this paper,the positive comment of e-commerce short video is of great significance to deliver products and brand positive image to users.At the same time,in the short video platform,it is equally important for businesses to attract traffic and expand the popularity of products.Therefore,the value of neutral comment can not be ignored in the research on the generation motivation of e-commerce short-term video users' comment information.Therefore,in this paper,the user comment information is divided into three types: positive comment,negative comment and neutral comment,and the different types of comment generation motivation are studied,in order to achieve a more comprehensive understanding of the user comment information generation motivation.In this paper,the relevant literature of user generated content research and user comment information generation motivation research is sorted out,and the motivation theory,use and satisfaction theory and interactive ritual chain theory are used as the theoretical support,and the comment motivation factors are extracted through interviews to construct the theoretical framework of this study.This paper puts forward the research hypothesis,and empirically tests the comment motivation through questionnaire survey.A total of 365 valid questionnaires are collected online and offline.Regression analysis of the collected data shows that altruistic motivation,social identity,social interaction and self-expression can have a significant positive impact on the generation of positive comment information,while entertainment motivation has no significant impact on the generation of positive comment information.Altruistic motivation,emotional catharsis and self-expression can have a positive and significant impact on the generation of negative comment information.Altruistic motivation,information motivation,social interaction and self-expression can have a positive and significant impact on the generation of neutral comment information.Finally,according to the research results,this paper discusses the theoretical significance and practical enlightenment of the research,and provides suggestions for businesses to promote the generation of positive comment information,establish a good brand image,reduce negative comments,reduce negative effects,and encourage the expansion of product and brand awareness by publishing neutral comment information.