Research On Influencing Factors Of Short Video Social Media Users’ Overuse Behavior Based On SSO Model

With the rapid development of mobile Internet information technology,social media is gradually becoming a necessity in daily work and life.Social media overuse has gradually become a common phenomenon and an important topic of current research.In the current fast-paced lifestyle,short video platforms appear in a more acceptable way.The use mode of "short,flat and fast" has accumulated a large number of users and become the most rapidly developing social media in recent years.Its fragmented use characteristics make it easy for users to immerse themselves,ignore the passage of time and even overuse,which may interfere with the normal life order of users,destroy their psychological balance and produce anxiety,Even endanger health and a series of negative consequences.Therefore,the research and analysis of short video users’ overuse behavior has important theoretical and practical significance.At present,the research on social media users’ overuse behavior mainly focuses on the influencing factors and behavior forms of users’ overuse behavior,mostly from the perspective of psychology.The research on short video user behavior mainly focuses on user use behavior and content production,and the research on short video user overuse behavior is relatively few.Based on this,this thesis selects short video social media users as the research object.Starting from the user’s behavior motivation,based on the SSO model framework,combined with motivation theory and immersion theory,this thesis selects 8 variables,including information expansion,self entertainment,reward mechanism,immersion experience,perceptual control,overuse behavior,behavior results and psychological results,and puts forward assumptions to build a model of influencing factors of short video social media users’ overuse behavior,Using questionnaire survey and structural equation method to carry out empirical research.The results show that:(1)information expansion,self entertainment and reward mechanisms have a positive impact on users’ immersion experience;(2)Perceived control,as an intermediary variable,has a negative impact on overuse behavior;(3)Overuse will lead to negative behavior and psychological results.Through the above research,it is helpful to understand the relationship between social media and physical and mental health,and guide users to use social media correctly.At the theoretical level,it enriches the existing theoretical system of user information behavior research,is of great significance to promote the construction of the theoretical system of social media user overuse behavior,deepens the research on social media user overuse behavior,and the innovation of new perspectives and new theories also provides reference for the follow-up development of similar theories and research.At the practical level,it provides a new perspective for the cognition and use of social media user behavior,which is of great significance for the sustainable development of social media platforms and the healthy guidance of people’s lives.