Research On The Motivation And Behavior Of Knowledge Video Users

With the development and progress of online audiovisual content and the awakening of Internet users’ self-awareness,short video audiences’ demands have been upgraded,and they are more and more inclined to actively choose content in line with their subjective wishes among the vast sea of electronic media products.In this process,Knowledge content with a certain threshold of contact and literacy requirements is more and more valued by users.This study takes Bilibili platform,one of the leading video websites in China,as the research position,takes the knowledge video users of this platform as the research object,attempts to explore the status of users’ content usage motivation and usage behavior,and seeks the relationship between them.Based on a combination of grounded theory and three-level coding,this study obtains the subjective experience and feelings of knowledge content audiences from Bilibili platform through semi-structured in-depth interviews,obtains the basic codes of knowledge video users’ motivation to use content,and builds a basic theoretical framework on the basis of interpreting and reconstructing the concepts shown by codes and the logical relations between different concepts.The content usage motivation of knowledge video users is divided into positive and negative perspectives,namely,perceived necessity,perceived usefulness,perceived ease of use,innovation diffusion and attraction law,and three negative factors,namely,insufficient content quality,insufficient content quantity and negative sense of experience.Based on the aforementioned theoretical framework,this paper builds a questionnaire to study and demonstrate the influence of different motivational factors on users’ content usage behavior with a larger number of samples.Through the summary of the codes obtained from 70 interviews and the statistical analysis of 221 effective questionnaire samples,the research finds that most audiences tend to use knowledge content as passive information receivers,while users pay more attention to the relationship between content and themselves as independent individuals,and pay less attention to the establishment of communication relations with other users.In terms of the correlation between use motivation and use behavior,positive motivation factors are highly correlated with interaction participation degree and future continuous use intention,while negative motivation factors are highly correlated with use frequency and single use duration.In terms of the category of knowledge videos,Bilibili platform users currently show the characteristics of fragmented viewing behavior,high degree of interaction,and more attention to relatively static declarative knowledge that can be measured through statements or telling.At present,the production and communication of knowledge content on domestic video platforms is still in the exploratory stage,which requires a more standardized industry consensus,and more media literate audience groups should be cultivated from the perspective of the whole society to improve the efficiency of knowledge transmission.