An Empirical Study On The Impact Of Content Imbalance On User Engagement In Short Video Platforms

When we use social media sites,we see recommendations for "people you might know";When using Internet music products,we will see "recommended music for you according to your taste";Personalized recommendation has been widely used in Internet products,which is also the inevitable trend of technology and social development.It helps human beings solve the problem of information processing efficiency,but also aggravates the problem of "information cocoon".Previous studies on the "information cocoon" mostly start from the user’s perspective,emphasizing how users themselves break through the "cocoon".However,there are few research results from the perspective of short video platform,especially there is no clear explanation for user engagement.Based on the above description,based on the Technology Acceptance Model(TAM)as the main theory,this paper studies a large number of literatures and combines daily usage perception to summarize 7 factors that affect users’ stickiness to short videos and new media platforms(content imbalance,changing content Unbalanced willingness,perceived usefulness,perceived ease of use,perceived time distortion,satisfaction,platform substitutability),according to the method of structural equation modeling(SEM),follow the steps to explore the independent and mediating effects of each factor on the willingness to use and regulation.This study uses questionnaire data with good reliability,and uses SPSS,Amos and other software to assist modeling analysis,and draws two main research conclusions:(1)The recommendation algorithm of the current popular short video platform not only fails to achieve the purpose of retaining users,but also has the opposite effect,prompting some users to leave the platform.(2)When the user is in the "information cocoon room",even if the user perceives that the pushed content tends to be homogenous,they will not be happy with it,but will reject it.And the user’s decision to continue to use the platform is also related to the user’s own habits of using these software.Finally,this research gives some inspirations based on the research conclusions,and gives some relevant suggestions to the providers of network media platforms and the government network environment management department.And summarizes the limitations and deficiencies of this study,and prospects for the follow-up research direction.The contributions of this research lie in:(1)the extension of the Technology Acceptance Model(TAM),extending its application field;(2)increasing the literature richness of the "Information Cocoon Room" in the field of short video,providing a reference for subsequent research.(3)It reveals the influencing factors of users’ willingness to continue using short video platforms,and more reasonably explains the process of content imbalance and how content homogeneity reduces user stickiness,providing a new perspective for similar research.