Research On The Use And Satisfaction Of Sports Short Video

In today’s digital age,network information is swarming,and information technology is being updated rapidly.In the high-voltage and high-speed social environment,people are more eager to obtain more content in a shorter period of time.Short sports videos and short video APPs have emerged as the times require.Their short video time and high information carrying capacity enable mobile phone users to make full use of fragmented time to watch.Experience,the scale of mobile short video users continues to expand,and the number of platforms has always shown an increasing trend.In addition to the functions of entertainment and social networking,short video platforms are gradually becoming a popular marketing method for enterprises and businesses.Its content is diversified and interesting,its media form has community functions,and its gradually mature business model is all similar to other new technology media.There are huge differences across platforms.What needs and motivations can short sports videos meet? What usage behaviors and usage experiences will be produced? become the main question discussed in this study.This study sorts out the development context and media characteristics of short sports videos,and uses the theory of use and satisfaction as the framework to explore the relationship between users’ use behavior,motivation and satisfaction with short sports videos,using a combination of qualitative and quantitative research.method is discussed.First,using the in-depth interview method in qualitative research,by interviewing a number of users who often use sports short videos to summarize the respondents’ usage habits,motivation and experience of using sports short videos;Questionnaire survey,collect questionnaire data for users who have used sports short videos within one year.Finally,according to the results of the two research methods,the use and satisfaction of users for sports short videos are analyzed and discussed.The results of the study found that the users of sports short videos have three types of use motives: community expression,information acquisition,and leisure and entertainment;there are seven types of use behaviors: recording,uploading,watching,liking,commenting,sharing,and following;three types of use behaviors.Motivation to use and the corresponding degree of satisfaction both have a positive impact;different use motivations will produce a variety of use behaviors,and multiple use behaviors will obtain different degrees of satisfaction,and there is an important influence among the three.The use motivation and use behavior are also affected by personality traits.