The Influencing Factors Of Short Video Users’ Self-disclosure And Its Impact On Users’ Online Social Capital

"Social capital" originates from the concept of "capital" in economics.It refers to the sum of the actual or potential resources that individuals occupy in the social structure,that is,the resources or benefits that each person can obtain from his own social relations."Self-disclosure" refers to a communication process in which personal information is disclosed to communication,which is the core of relationship development.Therefore,individuals can accumulate social capital by promoting relationship development through self-disclosure.Nowadays,short videos are developing rapidly,which proves that short video content conforms to the reading habits of users in the fragmented era.It also shows that the platform traffic and dividends such as fans’ cashing have attracted a large number of users.Many users scan content and spontaneously shoot and upload contenton the short video platform,which can be seen as users’ information disclosure behavior.The way to obtain network flow,fans through self-disclosure has almost become the public "secret" of online capital accumulation.Based on the above background and previous studies,this study is based on the social exchange theory,and explores the influencing factors of short video users’ self-disclosure level,as well as the impact of users’ different levels of self-disclosure on their online social capital through the economic model of "perceived cost" and "perceived income" in this theory.This study constructs the dimension of perceived cost through privacy sensitivity and time cost,constructs the dimension of perceived benefits through entertainment income and self-expression income,constructs the dimension of online social capital through online bridging social capital and online bonding social capital,measuring each dimension variable according to the existing maturity scale.In this study,288 valid questionnaires were collected by questionnaire.Through analysis,it is found that users’ privacy sensitivity is negative to their self-disclosure level.The self-expression income gained by users using short videos has a positive impact on their self-disclosure level,while the entertainment income has no impact on their self-disclosure level.According to the difference analysis of demographic variables,gender,age and educational background have no significant impact on users’ self=disclosure level.Further analysis shows that the level of self-disclosure has a positive impact on online bridging social capital and online bonding social capital.