A Study On The Influencing Factors Of Short Video Addictive Behavior

According to the "49th Statistical Report on China’s Internet Development Status"(hereinafter referred to as the report)released by the China Internet Network Information Center,as of December 2021,the number of short video users in my country was 934 million,an increase of 6,080 from December 2020.million,accounting for 90.5% of the total netizens.The number of short video users has continued to grow significantly,and it has played a significant role in driving new users of Chinese netizens.It is worth noting that the report also pointed out that in 2021,the average daily use time of short videos in my country will exceed 2 hours,reaching 125 minutes,leading the proportion of Internet users.Existing reports have also found that short videos have become the first weapon for people to "kill" time.People spend too much time watching short videos.The number of users who are addicted to short videos is increasing,and the harm caused by short video addiction is also present.appear.Combined with this social reality,short video addictive behavior has become an important content of scholars’ research,and it is also the main issue discussed in this paper.At present,scholars have focused on the status quo,influencing factors and countermeasures of short video addictive behaviors,and have put forward many points of reference.It is comprehensively found that the current influencing factors of short video addictive behavior not only depend on the user itself,but also are affected by external factors such as the platform and social environment.Combined with the research viewpoints and conclusions of the existing literature,this paper chooses to conduct a specific discussion on the influencing factors of short video addictive behaviors from a comprehensive perspective of internal and external factors.This paper aims to explore which internal and external factors affect short video addictive behaviors,and through empirical analysis methods to verify and propose countermeasures and suggestions to reduce short video addictive behaviors based on the influencing factors.This research will be framed based on theories and models of planned behavior,supplemented by use and gratification theory,social proof principle,and immersion theory,around behavioral attitudes,self-control,platform immersion,influence of others,perceived stress,and short-video addictive behaviors 6 variables,11 research hypotheses were proposed,and a short video addiction behavior influencing factor model was constructed.Model testing will collect research data by means of questionnaires,and use SPSS 25.0 and AMOS 24.0 software to conduct empirical tests to obtain empirical results.Based on the empirical analysis results,this paper draws the following research conclusions: first,the theoretical model of planned behavior is suitable for the study of short video addictive behavior;second,the internal factors of users directly determine the occurrence of short video addictive behavior;third,the platform is immersive and easy to induce Posting short video addiction vicious circle;Fourth,perceptual pressure can promote short video addiction behavior in two ways.Based on the research conclusions,this paper puts forward the following countermeasures and suggestions to reduce the occurrence of short video addiction:First,strengthen new media literacy education to guide users to view short videos dialectically;second,launch the anti-addiction reminder function to help users improve self-control;third,Fully implement the algorithm regulation regulations to reduce the immersion of the platform;the fourth is to ease the pressure of the new crown pneumonia epidemic and increase the psychological resilience of users.Based on the theory of planned behavior,this paper analyzes the addictive behavior of short videos from a new theoretical perspective.And by adding external factors,the theoretical model of planned behavior is expanded to explore the influencing factors of short video addictive behavior from internal and external factors,and the research variables of perceived pressure and platform immersion are selected as influencing factors,which is novel..Combining the empirical conclusions,this paper puts forward specific countermeasures and suggestions,which also has certain practical significance.However,the research results of this variable on the influence of others are different from the existing literature,and this paper selects 5influencing factors to explore,which also has certain limitations.The factors that affect short video addictive behavior must be more complex and rich,and there will be potential correlations between different variables,so the research can be further expanded based on the above problems.