Study On The Influencing Factors Of Short Video Meme-producing Behavior In UGC Mode

The massive replication of short video memes has enriched the current media landscape,and highly adaptable short video memes provide users with rich creative space and promote users to participate in content production.The popularity and development of short video culture is related to users’ replication and dissemination of short video memes.Studying the influencing factors of users’ short video meme-producing behavior can not only have an insight into users’ psychology and promote users to actively carry out short video meme production,but also help to enrich internet culture,spread more works with depth,connotation and aesthetics,and promote the coordinated development of social,spiritual and cultural products.This study first summarizes the types of popular short video meme works from the meme variation path and meme elements.Then introduces the theory of planned behavior proposed by Ajzen,and combines with the technology acceptance model,meme theory and related literature to deepen and expand the theory of planned behavior,in order to build a new model of influencing factors of short video meme-producing behavior,explore the factors of affecting users’ short video meme-producing behavior.At the same time,it is supplemented by in-depth interviews in order to discover the deep reasons and existing main problems of behind users’ short video meme-producing behavior.It shows that short video users’ perceived usefulness and perceived ease of use have a significant positive effect on users’ attitudes towards meme-producing behaviors,and behavioral attitudes,subjective norms,perceived behavioral control,social cognitive needs,and platform agenda setting have a significant positive impact on the users’ intention of short video meme-producing behavior.The users’ short video meme-producing is an important way to catch up with the trend,build group consensus and obtain social identity.However,at present,users’ meme-producing behavior still has the tendency of simple imitation,lack of certain meme production skills and less self-innovation.The author draws inspiration for this phenomenon from three aspects: creators,intermediary organizations and short video platforms:creators should strengthen artistic sensitivity,learn technology and improve skills,and realize the transformation from complete imitation to innovative meme production;MCN institutions should make full use of data analysis to mine popular meme elements,study meme-producing skills,and alliance content creators to create exquisite content production lines;Short video platforms should deeply understand the positive role of users’ short video meme-producing behaviors on the development of platforms and cultural communication,improve the platforms’ operation strategy,and encourage users to engage in meme-producing by lowering the technical threshold,designing trendy layout special effects,setting hot challenges,topics.