Study On The Motivation And Flow Of Short Video Among College Students

In China,half of Internet users use short video APP,Tik Tok as a latecomer has large users.Tik Tok is highly sought after and loved by college students.this paper explores the motivation and the flow of college students based on the Uses and Gratification Theory and flow experience Theory.This study designs the questionnaire through literature review and interview.Quantitative and qualitative methods are applied in this study.A total of 327 samples are collected from Xiamen University,Fuzhou University,Minjiang University and Liming University in Fujian Province.The data are analyzed by SPSS.Study finds that during the usage of Tik Tok,college students can perceive the motivations(i.e.pandering to interest,accessing to information and peer pressure).and flow(i.e.time distortion,enjoyment and concentration).The higher the grade,the stronger motivation and flow.Taking motivation,flow,and demographic variables into the research model,results show that motivation and demographic variables are the maj or predictors of the usage degree.However,demographics variable have no significant effect on the degree of participation.Motivation and flow are the major predictors of the participation degree.In addition,demographic,motivation and flow variables all have predictive effects on the continual use intention of Tik Tok.This study investigated the behavior,motivation,and flow experience of college students,identified the motivation of using short video social platform and studied the flow experience in the process of using short video,which enriches U&G and flow experience.The results of this study have guiding significance for college students to use short video,and also have reference value for the development of short video industry.