Research On The Influencing Factors Of Information Behavior Of Users Of Educational Short Videos On Douyi

In the context of the new era of information technology in which the internet is widely available and all people are online,the method of video learning through short video platforms has gradually been recognized and used by the public.Compared with traditional learning methods,this method can be conducted at any time and anywhere,with a high degree of freedom and autonomy.Its essence is a behavior of users to meet their own information needs through short video,In this process,there are many factors that affect the information behavior of users.As the current short video platform with the highest traffic in China,Tiktok has standardized and accurate video content classification,so it is representative and valuable to select the influencing factors of user information behavior of educational short videos on the Tiktok platform for research.Based on the technology acceptance model TAM and the planned behavior theoretical model TPB,combined with other relevant learning theories,this paper proposes nine research variables applicable to the influencing factors of information behavior of Douyin educational short video users,including: information needs,subjective norms,behavioral attitudes,information quality,cognitive discovery,perceived usefulness,perceived ease of use,knowledge assimilation and adaptation,and behavioral intentions,Assume 9 variables and construct a structural model.Collect and organize data through a questionnaire survey.Analyze and test the questionnaire data and the proposed model through SPSS and AMOS,and conclude that both information needs and behavioral attitudes positively and significantly affect cognitive discovery,subjective norms have no significant impact on cognitive discovery,cognitive discovery and information quality both positively and significantly affect perceived usefulness and perceived ease of use Perceived usefulness has a significant positive impact on knowledge assimilation and adaptation,while perceived ease of use has no significant impact on knowledge assimilation and adaptation.Knowledge assimilation and adaptation positively affect behavioral intention.Based on the above research results,some suggestions and strategies are proposed for users watching educational short videos and content creators of educational short videos such as officials and businesses,with the aim of enabling users to more accurately locate their needs,learn more effectively,improve their learning efficiency,and expand their cognitive structure in the future when viewing educational short videos through short video platforms Expand your own thinking.At the same time,I also hope to provide some theoretical assistance for the long-term development of educational short videos in China.