Research On User Behavior Of Knowledge Short Videos From The Perspective Of Parasocial Interaction

Knowledge needs have become a new outlet for the development of short videos.Each video platform such as Douyin,Bilibili,and Zhihu regards short knowledge videos as key incentive objects.In an environment where platform media join professional media and self-media crazy creation of knowledge videos,user behavior is an important aspect of measuring its effect.This research mainly cuts in from the perspective of parasocial interaction,observing the four behaviors and influencing factors of users watching short knowledge videos,buying products and surroundings,follow-up learning,and discussing with others.The full text revolves around the empirical research methods of questionnaire surveys,taking Luo Xiang's legal video as an example,designing and collecting 273 valid questionnaires,using SPSS 23 statistical software to analyze them.The research results verify the correlation and causality between variables,and draw the following main conclusions:From the perspective of parasocial interaction in short knowledge videos,the following characteristics of parasocial interaction can be obtained through data analysis: First,users in short knowledge videos have a high level of parasocial interaction,and the correlation with gender is not established.Duration is related;secondly,parasocial interaction is positively related to attractiveness,pleasure,and internal drive;finally,the correlation between user purchase behavior and parasocial interaction is not established,it is related to parasocial relationship,and parasocial interaction is positive Affect the user's rewarding behavior.From the perspective of user behavior analysis of knowledge-based short videos,the important findings of this article on user behavior include: more than half of the respondents' main purpose is learning;follow-up learning is more frequent,and the frequency of rewarding behaviors is low;attractiveness and pleasure are significantly related to user behavior;the length of contact is an important factor that affects the occurrence of user behavior.