| During the epidemic,the contrarian trend of online education and knowledge payment,as well as the general knowledge anxiety caused by the intensification of social competition,have made knowledge short videos a new direction for major short video platforms to improve content depth and sustainable and healthy development.However,from the current development situation,the influence of knowledge short videos is very limited,and users’ intention to contact,accept and use is not high.Based on this,this study focuses on the adoption behavior of users’ knowledge short videos,explores the influencing factors and mechanisms in the process of adoption,and provides suggestions for the development of knowledge short videos.This study uses a hybrid research method combining qualitative and quantitative to explore the influencing factors of user adoption behavior.In this study,the content and scope of the influencing factors of user adoption behavior are first explored through qualitative Grounded theory research,and then a theoretical model for further quantitative verification is established based on the relationship between different factors and related theories,and a research hypothesis is proposed.Finally,based on the statistical analysis of questionnaire survey and structural equation(Amos)modeling,the hypothesis model is tested and modified.The results show that perceived comparative advantage,perceived value and perceived satisfaction are the key influencing factors of user contact,acceptance and utilization of knowledge short video adoption behavior.In addition,content quality,source credibility,contextual attention and discussion,and media performance expectations also directly or indirectly influence user adoption behavior.The influencing factor model of user adoption behavior established in this study provides a new theoretical perspective for the meaning logic and value production of knowledge short videos. |
