Research On Short Videos Of Pets In Douyin Based On The Theory Of Use And Satisfaction

Relying on the Internet speed up and the wide popularity of smart phones,short video has become one of the current popular forms of communication.Throughout the content ecology of Douyin short videos,pet short videos have sprung up and become a unique part of the content pattern of Douyin short videos.With its communication advantages such as outstanding emotional comfort effect,rich content and strong interest,Douyin short pet videos have become an important position of "cloud pet raising",winning the favor of a large number of Douyin users.Based on the theory of use and satisfaction and from the perspective of users,this paper makes an in-depth analysis of users’ behavior,motivation and demand satisfaction of Douyin pet short videos,explores the problems and optimization strategies in the communication process of Douyin pet short videos,in order to improve users’ overall satisfaction and promote the sound development of Douyin pet short videos.The main body of this paper is divided into four parts: the first part introduces the dissemination of Douyin pet short videos,firstly defines the concept of Douyin pet short videos,secondly sorts out its development status,and finally analyzes its content characteristics.In the second part,questionnaire survey and in-depth interview are adopted to investigate users’ usage behaviors,and according to the survey results,characteristics and usage behaviors of Douyin short pet videos users are analyzed,including gender,age,education background,occupation,media contact channel,viewing frequency and duration,content preference,contact mechanism and feedback behavior.The third part analyzes the motivation and satisfaction of users of Douyin short pet videos,and evaluates and summarizes the satisfaction of users according to the survey results.The fourth part,combined with the results of user perception survey,analyzes the existing communication problems of Douyin pet short videos and proposes corresponding optimization strategies.The study found that the cognitive motivation,entertainment motivation and emotional motivation of Douyin pet short video users are stronger,followed by social motivation and aesthetic motivation.In terms of demand satisfaction,the overall satisfaction is high and users have a better sense of user experience.Among them,social demand belongs to low satisfaction,aesthetic demand belongs to medium satisfaction,and cognitive,entertainment and emotional demand belong to high satisfaction.The existing communication problems of Douyin pet short videos,such as homogeneity,harmful behavior of pets,misleading content,vulgar edge and profit tendency,bring bad viewing experience to users and hinder the long-term development of Douyin pet short videos.Therefore,it is a practical and feasible way to promote the good and rapid development of Douyin pet short videos by expanding the multi-form innovation protection mechanism,deepening the healing meaning of content,improving the media literacy of content producers and users,and playing a diversified supervisory role.