Research On College Students’ Willingness To Use Short Videos Of Tik Tok Sports Content And Its Influencing Factors

Today,we have entered the era of mobile Internet,and the popularity of intelligent terminals is getting higher and higher.With the stable and continuous development of mobile Internet technology,short videos are popular in this era.The fast characteristics of information are in line with the fast-paced life of the public today.And in the post-epidemic era,it has accelerated the development of short videos of sports content.The restrictions on offline sports activities cannot meet the needs of the public for sports.The Douyin platform has grasped the needs of sports in the post-epidemic era and made Douyin well.Sports short video.Colleges and universities have joined the Douyin platform one after another.Among them,famous schools such as Fudan University and Tongji University have entered Douyin.Douyin’s coverage in colleges and universities has exceeded 1,000,and over 80% of college students use Douyin.Douyin sports short videos It is meaningful to provide college students with rich and high-quality short videos of sports content to help them acquire relevant sports knowledge and meet the needs of college students for sports.At the same time,short videos also provide a platform for college students to display their personal abilities,expanding the development of the sports digital media industry.influence.Therefore,this study uses Douyin sports short videos as the platform,and takes college students in Yangpu District,Shanghai as the survey object,to investigate the willingness and influencing factors of college students to use sports short videos on Douyin platform.Based on the technology acceptance model,starting from the dimensions of perceived ease of use,perceived usefulness,perceived entertainment,perceived cost,social presence,and resource quality.On the basis of understanding the use of short videos of Douyin sports content by college students,sports events,sports forms and purposes,to explore the willingness and influencing factors of college students’ use of short videos of sports content on the Douyin platform.This paper mainly adopts the questionnaire survey method,and selects college students in Yangpu District of Shanghai as the survey objects to issue the questionnaires.The questionnaire in this paper mainly investigates the basic information of college students,the use of short videos of Douyin sports content by college students,the types of sports short videos willing to use Douyin,and the influencing factors of their willingness to use.This paper uses Excel,SPSS25.0,AMOS21.0 software to carry out statistical analysis of the data,mainly for the production of tables and figures,description of basic information,reliability and validity test,difference test,normal distribution test and structural equation model Finally,the specific situation of influencing factors and willingness to use is obtained.The survey results show that:(1)The usage characteristics of short videos of Douyin sports content.Most of the sample college students have been exposed to Douyin sports content short videos for a long time,focusing on ≤15 minutes and 15-30 minutes with the largest number of people,with good usage habits.College students will be easily entertained by sports content and quickly obtain sports information in a short time.The feature uses the short video of Douyin sports content;the sample college students who do not use it are not used because they do not understand the short video of Douyin sports content.The college students in the survey like to use the content of fitness and weight loss,sports events,and skill learning;the sports they like to use are basketball,e-sports,and badminton;the students in the survey like to express their sports in direct language,teaching and learning,and melodrama display.(2)Factors influencing the willingness to use short videos of Douyin sports content.The path coefficients of perceived ease of use,perceived usefulness,perceived entertainment,perceived cost,social presence,and resource quality were0.209,0.166,0.189,-0.177,0.17,and 0.133,respectively,with P values <0.05.There is a significant difference in the willingness to use among the sample grades of college students.Concluded as follow:(1)Douyin Sports is in good use and still has room for development.(2)The factors influencing the willingness to use are diverse,and each dimension simultaneously promotes the willingness to use.(3)Improving perceived ease of use and perceived entertainment is the main direction.(4)The perceived cost significantly negatively affects the willingness to use,and reducing the perceived cost is the key point.Based on the research findings,the following recommendations are made:(1)Pay attention to individual needs and enhance Douyin sports publicity;(2)Reduce perceived costs and facilitate access to sports information;(3)Optimize experience design to make the use process easy and pleasant;(4)Emphasize interactive communication and create a social presence atmosphere(5))to improve the quality of content,and the quality and practicality of sports resources.