| As a video form that was born abroad as early as the early 21st century,Vlog has developed for more than 20 years and has a mature profit model.In recent years,Vlog has gradually become popular in China,and has been watched,supported and spread by a large number of fans,and are even regarded as the next outlet for the short video industry.However,Vlog has been around for a long time,why has it been so popular among Chinese netizens in recent years? From the user's perspective,what features of Vlog can attract them to watch? In other words,what are the factors that influence users to watch Vlog? This is exactly the problem consciousness of this article.In order to solve the problem above,this paper is mainly based on Diffusion of Innovations Theory proposed by Rogers,and adds the concept dimension of Interpersonal Attraction Theory proposed by Mc Croskey.This paper select the relative superiority,compatibility,personality attributes and diffusion channel of Vlog that may influence the users' viewing behavior,and the questionnaire scale is designed accordingly to verify the causal relationship hypotheses between four factors and users' viewing behavior.The research has found that the relative superiority,compatibility,personality attributes,and diffusion channel of Vlog all have a significant positive influence on users' viewing behavior,but influencing degree of these factos are different.From strong to weak,the order is compatibility,personality attributes,diffusion channel,relative superiority.Based on the above findings and combined with the literature to deeply interpret the reasons for the formation of data relationships,this paper developed the following conclusions: Firstly,the relative superiority of Vlog can influence users' viewing behavior because Vlog is superior in content authenticity and story integrity.Secondly,the reason why the diffusion channel of Vlog can influence users' viewing behavior is mainly due to the fact that Vlog is spread in social media channel,while the reprint and playback on the “big screen” of traditional media channal are useless for users' viewing behavior.Thirdly,the reason why the compatibility of Vlog can influence users' viewing behavior is mainly because it fits users' operating habits,life philosophy,and aesthetic “game” needs,but its video duration is not recognized to a high degree.Finally,the reason why the personality attributes of Vlog can influence users' viewing behavior is mainly due to Vlogger's good physical attractiveness and social attractiveness,but its task attractiveness is not enough to promote users' viewing and consumption behavior,so the profit model needs to be explored.Based on the above research conclusions,this paper attempts to put forward some directional suggestions which can work in the drainage of video platforms.Firstly,video platforms should position Vlog as a “complement” rather than a “substitute” for mainstream short videos,and explore a “mutual drainage” model of cooperation with short videos.Secondly,the advantages of Vlog's authenticity and integrity instead of originality should be maintained.Thirdly,the video duration of Vlog is barely passing,long or short should due to different video platforms' conditions.Fourthly,incentive measures should be taken to activate the interpersonal communication willingness of existing users who can expand their radiation of personal portals.Fifthly,as the main diffusion channel for Vlog,social media channel should be kept,while the reprint and playback on the “big screen” of traditional media channel should not be pursued too much.Sixthly,Vloggers should establish a private online community and open up new "fields" for profit-making activities. |
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