Research On The Influencing Factors Of Short Video Imitation Behavior

In the era of new media,the iteration of technology has continuously enriched the forms of media,and short videos have become the carriers of film and television art in the era of new media.It caters to the fragmented time of users,changes users’ reading habits,aesthetic styles and ways of thinking,and becomes an important platform for people to obtain information,leisure and entertainment.One of the most important features of short video platforms is imitation.Imitation can be either "repeated" or "adapted"."Imitation leaders" launched videos,imitators followed,triggering a trend of imitation,resulting in a situation of "imitation by all".The phenomenon of imitation has attracted more and more attention,and it has become the focus of research as an important driving force for the development of short videos.The user’s enthusiasm for imitation is so high,what factors are driving user imitation? In order to explore this problem,this paper takes the Tik Tok as an example,focuses on the user’s imitation behavior,and deeply studies the influencing factors and influencing mechanisms of the imitation behavior.Based on the interview and participation observation,this study excavates 8 key demand elements,combines the use and satisfaction theory to summarize the 8 demand elements into four potential variables of identity demand,entertainment demand,social demand,and experiential demand,and selects the subjective norms and behavior attitudes in rational behavior theory as the intermediary variables,so as to construct a influencing factor model that affects the imitation behavior of Tik Tok users.Through descriptive statistical analysis,reliability validity test,variable correlation analysis,etc.,the influence of four underlying variable influencing factors on user imitation behavior is discussed,and path analysis and hypothesis test are carried out according to the structural equation model,and the subjective norms and behavior attitudes of intermediary variables are tested.Through statistical analysis,some meaningful conclusions are drawn,the main conclusions of which are as follows:(1)identity demand,entertainment demand,social demand,and experiential demand all have an impact on subjective norms and behavioral attitudes;(2)identity demand,entertainment demand,social demand,and experiential demand have a very significant positive impact on the imitation behavior of Tik Tok users through the subjective norms and behavior attitudes of intermediary variables;(3)Subjective norms indirectly affect the imitation behavior of Tik Tok users by influencing behavior attitudes.The attitudes of others influence an individual’s evaluation of behavior and thus prompt the individual to make a choice about whether or not to engage in a certain behavior.Through the above conclusions,combined with the current situation of short video development,suggestions are made from three aspects: users,short video platforms,and social environment,so as to optimize the imitation environment,prevent imitation from being out of norms,and promote the long-term development of the short video industry.