Analysis Of Users' Willingness To Use Knowledge-based Medium-length Videos

With the proposal of improving the scientific literacy of all people,the importance of knowledge dissemination began to be highlighted,and the state and major Internet companies began to explore effective ways of knowledge dissemination,and how to let knowledge penetrate into the public became a new problem to be solved.2016 began,short video entered a period of rapid development,and with its entertainment,fragmentation and mobile characteristics,it quickly opened up the mobile Internet users.Market,Bida data shows that as of the fourth quarter of 2019,the penetration rate of short videos reached 70.2% among mobile Internet users.This high penetration rate and entertaining carrier form not only meets the demand of knowledge dissemination penetrating the public,but also satisfies users' demand for leisure and entertainment,thus,the form of knowledge + short video is gradually emerging in major video websites.However,with its development,users have also discovered its problems and new demand gaps,and knowledge-based medium-length videos have emerged and become a new form of knowledge dissemination.In this paper,we take knowledge-based medium-length videos as the research object,and analyze whether they can better meet users' needs,and the factors that affect users' use of them from the perspective of users using empirical research.Based on Technology Acceptance Model,this paper explores the factors influencing users' adoption and use of knowledge-based long-form video,retaining the classical variables of perceived ease of use and perceived usefulness from Technology Acceptance Model,and introducing the predictor variable of perceived entertainment based on the functional properties of media as entertainment.In addition,this paper also combines the weighted and Calculated Needs Theory and concludes that users have five major needs: acquiring knowledge information related to personal life,acquiring knowledge information related to study and work,entertainment hobbies,knowledge sharing,and social interaction,and uses these as measurement dimensions to explore whether knowledge-based medium-length videos can better satisfy users' needs and how well these needs are satisfied,and uses the comprehensive trade-off demand as The comprehensive tradeoff needs were included as predictor variables in a theoretical model of technology acceptance to explore its impact on users' willingness to use.The research results show that knowledge-based medium-length videos can better satisfy users' needs in four aspects: access to knowledge information related to personal life,access to knowledge information related to study and work,knowledge sharing,and social interaction,and perceived usefulness,perceived entertainment,and perceived ease of use have significant positive effects on users' willingness to use,while weighted and calculated needs have insignificant positive effects on willingness to use,with the degree of influence ranked as perceived entertainment > perceived ease of use > perceived usefulness > weighted and calculated needs.