A Study On The Influencing Factors Of Using Short Science Videos In College Students

With the rapid development of mobile communication technology and the continuous upgrading of terminal equipment,short video with rich content and vivid form begins to show the advantages of communication power.In the field of science popularization,mobile short video shows amazing vitality and promotes the digital upgrading of science popularization.From the perspective of user acceptance,the influencing factors of science popularization short video are worth exploring.College students are an important user group of short video.They have a good foundation of using short video and a strong demand for scientific knowledge.This study takes college students as the research object,and explores the influencing factors of using science popularization short video through interviews.Combined with the characteristics of science popularization short video and the interview results,this study adjusts the second generation of the unified theory of acceptance and usage of technology(UTAUT2)model,and constructs the concept model of influencing factors of using science popularization short video for college students.From the empirical point of view,this study verifies the impact of hypothesis variables on the use intention and use behavior of science popularization short video through the analysis of questionnaire data.The results show that performance expectation,social influence,promotion factors,hedonic motivation and substitution expectation have a significant positive impact on the willingness of college students to use science popularization short videos.For college students,gender and subject background will not have a significant impact on the willingness to use and use behavior,but use experience will enhance the willingness to use and promote the use behavior.On this basis,this study puts forward four suggestions for the development strategy of science popularization short video: refining the content of science popularization short video,focusing on the depth and breadth of science knowledge;enriching video forms,let science popularization become a part of daily life;take advantage of social media communication channels,promote the proper use of interpersonal communication;forge links between traditional science popularization and short video,and establish a new ecology of popular science.