| With the popularization of mobile network client represented by mobile phone and highspeed signal transmission technology in the whole society,short video has gradually become one of the most influential tools in information dissemination.As a vertical segment of the short video market,food short video has played a great role in promoting the dissemination of food information,promoting food cultural exchange and driving the growth of food consumption,and has been paid attention to and loved by more and more people.This thesis selects food short videos as the research object,and analyzes what factors will affect users’ use behavior and how the influence occurs in the communication process of food short videos.Based on the innovation diffusion theory,this thesis puts forward that the attributes,communication channels and social system of food short videos will have an impact on the user behavior of food short videos.Among them,the attributes of food short videos can be further divided into relative superiority,compatibility,ease of use,testability and observability.Combined with the theoretical knowledge of innovation diffusion and the actual dissemination of gourmet short videos,this thesis constructs the hypothesis of influencing factors of users’ use behavior of gourmet short videos in the research,investigates and collects data from the two aspects of users’ use situation and use intention,and verifies the authenticity of the preset hypothesis by using the professional analysis method in SPSS.On the basis of summarizing the data analysis results,the author puts forward corresponding suggestions on how to expand the communication influence of food short videos.The study found that the group of short video users of food category is significantly younger,in which female users account for a large proportion and have a high degree of use activity;In the dissemination process of short food videos,the user adoption speed presents an "s" curve development trend,which is in line with the description of user adoption speed in the innovation diffusion theory;People with different attributes will show different characteristics in the use behavior of food short videos,such as the number and frequency of female users are higher than that of men,and the highly educated people begin to contact and use food short videos faster.The influencing factors proposed in the study have great differences in the ways of influencing the use behavior of gourmet short video users.The specific manifestations are as follows: first,the relative superiority and social system positively affect the adoption speed of users;Second,compatibility and observability have a positive impact on user frequency,while ease of use has a negative impact on user frequency;Third,observability and compatibility positively affect the frequency of users’ likes and collections;Fourth,compatibility has a positive impact on users’ willingness to continue to use;Fifth,relative superiority and observability positively affect users’ recommendation intention.To sum up,in view of how to further improve the communication strategy and expand the influence on users,this thesis puts forward the following suggestions: we should continue to make efforts at the content level and enhance the diversified and in-depth development trend of content creation;We should make good use of the communication influence of social media to improve the universality of the dissemination of works;We should strive to build well-known IP and enhance the influence of high-quality brands;We should improve the video content audit mechanism and crack down on unfair competition for malicious traffic. |
