Research On Influencing Factors Of Continuous Content Generation Behavior Of Short Video Social Media Users

In recent years,the technology and operational models of the short video social media industry have become increasingly mature,and the commercial competition between platforms has also intensified.User-generated content,as the core resource of short video social media,is the core competitiveness of the platform.However,there are still a large number of lurking users in various short video platforms,which undoubtedly poses a huge risk for enterprise platforms and even the short video industry.Therefore,taking targeted measures to promote users’ continuous content generation and to create a good new ecology of short videos is particularly important.Based on a comprehensive review of existing domestic and foreign research literature and combining with actual situations,this paper explores the inherent properties of short video social media and user usage patterns.Based on the theories of usage and satisfaction,technology acceptance model,perceived risk theory,and SOR theory,this paper proposes research hypotheses and constructs a model of the factors influencing short video social media users’ continuous content generation behavior.In the empirical study of the model,the author collected 254 valid sample data through a questionnaire survey,and used SPSS and AMOS software for testing and analysis.The results are as follows:In the dimension of stimulating the organism,external incentives,recording and expression,entertainment,and social interaction will have a significant positive impact on user satisfaction,and social interaction will also promote users’ recording and expression.In the dimension from organism to response,perceived ease of use does not have a significant impact on users’ continuous content generation behavior,and user satisfaction and perceived privacy risk have significant positive and negative effects on users’ continuous content generation behavior,respectively.Based on the results of the empirical analysis,this paper proposes four suggestions for the operation and management of short video social media platforms,in order to help the platform achieve healthy and sustainable development.