Research On Factors Affecting Short Video Users' Information Behavio

By December 2022,the number of netizens in China was 1.067 billion,among which the number of short video users exceeded 1 billion for the first time,and the usage rate reached 94.8%.During 2018-20225,the number of short video users increased from 648 million to 1.012 billion,becoming the new port of mobile Internet and the third largest application software,surpassing comprehensive video.At the same time,affected by multiple factors such as the epidemic,technology and platform development strategy,the annual increase of users is more than 100 million.The average weekly online time of Chinese netizens is 26.7 hours,and more than half of the users average more than one hour per short video viewing time,which has become a hot spot of Internet development nowadays.Although with the benign competition pattern of short video,content quality has been improved,and copyright awareness has been continuously enhanced,short video,as a new thing and a new business form,still has a series of problems.How to exploit the factors which affect the information behavior of short video users is a new challenge in the management of the information behavior of short video users.In this thesis,we study the behavior of short video users information,and carries out the research on the short video user information behavior related issues.On the basis of the theory of technology acceptance,value acceptance,perception of risk,trust,and planned behavior,the paper analyzes the relationship between the two.In this paper,we use grounded theory to investigate the influential factors of the information behavior of short video users.Based on the acquisition of detailed qualitative data,the influential factors of short video users’ information behavior are encoded to extract the relevant influential factors of short video users’ information behavior.Based on the influential factors of different dimensions,the influential factors model of short video users’ personal information behavior is constructed,and the research hypothesis among the influential factors of each dimension is proposed.The research data were collected by questionnaires,and the reliability and validity were analyzed by SPSS software.The structure equation is revised and validated with AMOS,and the results of the hypothesis and path coefficient are obtained.On this basis,in view of the current situation and problems of short video users’ service,starting from the user information behavior,based on the research results,aiming at the mentioned 15 variables affecting the short video users’ information behavior,starting from the user information behavior,and aiming at the information level,user level and social environment level,some countermeasures are proposed to promote the improvement of short video users’ service level.