Research On The Mechanism Of Topic Attributes Of We Media Short Video On Users' Willingness To Share

In recent years,with the continuous innovation of Internet applications,we media develops more and more rapidly,and people pay special attention to short video of we media.At the end of 2010,we media short video app viddy was born,which included the term we media short video into social media for the first time.Kwai Kwai tiktok began to emerge from the short video of the media in 2013.Sina,Tencent and other companies began to enter the short video industry.Following the rapid development of APP,short video applications such as us,tiktok and jitter,the chattering and fast hands have become the two giants of the short video application since the media.Compared with traditional media,we media short videos focus on creative attributes,social attributes and information attributes,and these themes are easy to cause people's emotional interaction,emotional resonance and willingness to share.So,what kind of theme we media short videos do users prefer? What is the internal mechanism of we media short video theme on users' willingness to share? It has certain theoretical and practical value to study the above problems.Based on the research of we media short video,emotional interaction,emotional resonance and sharing intention,this paper constructs a theoretical model of the impact of we media short video topic attributes on users' sharing intention by referring to the stimulation organism response theory,and divides we media short video into three dimensions: information attribute,social attribute and creative attribute according to the topic attributes The external stimulus variable(s)of users' willingness to share takes users' emotional interaction and emotional resonance as internal organism variable(o),and users' willingness to share as response variable(R).Based on the survey data of 890 we media short video users,firstly,the reliability and validity of the scale are verified;secondly,the path analysis and model fitting analysis are carried out by using structural equation model to reveal the action path of information attribute,social attribute and creative attribute on users' sharing intention;thirdly,the relationship between theme attribute and sharing intention of emotional interaction and emotional resonance is tested Finally,the moderating effect of user gender on emotional interaction,emotional resonance and sharing intention is tested.The results show that gender emotional attributes have the most significant mediating effect on users' emotion sharing intention,while gender emotional attributes have the most significant mediating effect on users' emotion sharing intention It also plays a regulatory role.