Research On The Use Behavior Of Watermelon Video Young Users From The Perspective Of Use And Satisfaction Theory

The continuous development and popularization of new media technology has given birth to a new medium of short video,and the emergence of short video has changed the traditional mode of information production and dissemination.The user's information acquisition method has also evolved from the graphic stage to the video stage.At the same time,the user's position in the information dissemination process has changed from a passive party to an active party.This article takes young users as the research object,takes the watermelon video as the entry point for the study of short video,and uses the theory of use and satisfaction as the theoretical basis,and tries to analyze the user's use and satisfaction by combining qualitative and quantitative methods.E.Katz,a master of the theory of use and satisfaction,summarizes the needs of users into five aspects: cognition,emotion,personal integration,social integration,and stress relief.These five aspects also exist when users use short video media.Demands,this article is based on these five aspects,making questionnaires and scales,conducting surveys and interviews,and trying to use the survey results to interpret the user's behavioral characteristics,use motivation,demand satisfaction,and the context of short videos in the self-media era.New changes in the user's use and satisfaction behavior.By analyzing the use behavior of watermelon video young users,it is found that the users generate the original needs for media use based on certain social conditions and personal characteristics,and they use the media under the promotion of this original demand.Media use behaviors can be divided into instrumental use and There are two types of ritual use,but in the user's ritual use,the user may not hold the original demand before the media use behavior,and the user's media use behavior may also be carried out without demand promotion.In the process of using the media,in addition to meeting the original needs,you may also get "unexpected results",that is,"accidental satisfaction".Unexpected satisfactions often turn into new needs and new needs.In the process of media use,it is often better satisfied,and the satisfaction of new needs may also strengthen or weaken the degree of satisfaction of the original needs,and the weakening effect may cause the original needs to fade or even disappear,and the new needs are met.In the process,there will be new unexpected satisfactions.The new unexpected satisfactions will be transformed into new "new demands",and the "new demands" will be transformed into the "original demands" of the next cycle.In addition,in the research,it was found that in the process of providing services to users and meeting the needs of users,there were problems such as insufficient interuser interaction,lack of in-depth professional content,imperfect information retrieval services,and lack of creative motivation for users from the media.To better improve the user experience,enhance the satisfaction of users' needs,and propose suggestions for improving the interaction mechanism,training professional opinion leaders,strengthening the accuracy of algorithm recommendation,and creating a platform for creative production atmosphere.This article is divided into five chapters.The first chapter is the introduction,which mainly includes the research background,concept definition,reason for the topic selection,research ideas,research value and innovation,literature review,etc.The second chapter introduces the research methods and research Ideas;Chapter 3 makes a descriptive analysis of young users' usage behavior,usage motivation,and demand satisfaction;Chapter 4 aims to explore the new changes in users' usage and satisfaction behavior in the context of the mobile Internet,and analyze the impact of watermelon video Provide users with services,meet the shortcomings in the process of user needs and give reasonable practical suggestions,and provide suggestions for the development of watermelon video and similar short video platforms;Chapter 5 analyzes the limitations of this article and prospects for the future.