A Study On The Influencing Factors Of Negative User Behavior On Short Video Platforms

Driven by emerging technologies such as mobile internet and intelligent terminals,short video platforms have become widely popular among netizen,and have formed a new form of network culture.Short video platforms have features such as low threshold,fragmentation,and mobility,as well as advantages such as low production investment costs,one-click upload,and big data push,making it possible to quickly meet user needs,not only enabling people to meet their own information needs,but also enabling creation and self presentation on short video platforms,which has rapidly developed into one of the most popular social media platforms.However,like other social media software,over time,when software brings users a pleasant experience,it also brings many problems such as overload and addiction,ultimately leading to negative user behavior.This article selects the latest and most popular short video platforms as the research object,and combines emotional load theory and cognitive dissonance theory,drawing on research results in psychology and behavioral science to analyze the influencing factors of users’ negative usage behavior from three levels: individual,system,and society.Negative emotions are used as mediating variables to construct a research model for short video platform users’ negative usage behavior.At the same time,this article also analyzes guilt The mediating effect of fatigue and anxiety.Through empirical research,the results show that use addiction,privacy concerns,Impression management pressure,information quality,system quality,social pressure,and upward social comparison all have a positive impact on users’ negative emotions,and will further affect users’ negative use behavior;Negative emotions have a mediating effect on the relationship between antecedents and negative usage behavior.On this basis,suggestions were put forward from the user’s perspective,such as moderate internet use,privacy protection,and regular cleaning.From the system’s perspective,suggestions were made to optimize system design,improve privacy protection,and establish regulatory mechanisms.From a social perspective,suggestions were put forward to strengthen supervision and improve relevant laws.