Study On The Factors Influencing The Viewing Behavior Of Short Video Users Of Movie Commentary

In recent years,relying on the rapid development of the short video industry,film commentary short videos have also mastered amazing traffic passwords,but they still face new problems in terms of how to deeply cultivate content and copyright issues.This paper takes movie commentary short video users as the research object,optimizes the original model on the basis of the core variables of UTAUT2,introduces three variables of self-efficacy,anxiety-induced,and substitute expectation,deletes the value price,effort expectation,and facilitator variables in the original model,and constructs a It is a theoretical model suitable for analyzing the influencing factors of user viewing behavior of short movie commentary videos,to explore which variables will affect user viewing behavior,the direction and extent of the impact,and then provide suggestions for the development of short movie commentary videos according to the research conclusions.This paper combines literature research and semi-structured interviews,constructs a research model,completes the questionnaire design,and then collects 641 valid questionnaires through the questionnaire survey method,uses SPSS and AMOS to realize data analysis and hypothesis testing,conduct descriptive statistical analysis,confirmatory factor analysis Analysis as well as Structural Equation Model Validation and Moderation Effects Analysis.The study found that,for the viewing intention of short video commentary users,performance expectations,habits,and substitution expectations all had a positive and significant impact,and the effects increased in turn;causing anxiety had a negative impact;hedonic motivation,social influence,and self-efficacy had no significant effect.influences.In addition,habit plays a partial mediating role in viewing intention and viewing behavior,and gender has a significant moderating effect on the relationship between antecedent variable substitution expectation and user viewing intention,but not in other variables.Based on the above research and analysis,this paper puts forward some suggestions for the sustainable and healthy development of the film commentary short video industry,that is,the short film commentary short video industry can strengthen the linkage of long and short videos to build a new film and television ecology;short video platforms should strengthen their own gatekeepers The role of narrator,standardize the source of video resources,and improve the platform’s profit distribution mechanism;creators must further improve the level of commentary video production and deepen the depth of content;users need to continuously improve their personal judgment and appreciation level.