User Behavior And Psychological Analysis Of Network Short Videos Of College Students

Intelligent terminal applications,a new medium form-short video,because of its large information load,rich content,can be in line with people's fragmented reading habits,welcomed by the public.Universal,mobile short video social applications are rapidly emerging and expanding into all areas.People's lifestyles have also changed dramatically with the development of the short video industry.The literature on short video on the network in the academic circles at home and abroad is summarized,and the short video has only begun to develop and prosper in recent years,so scholars from all walks of life have a short research time on short video-related content,and its theme is mainly divided into the following four aspects:the development status and trend of short video,the transmission characteristics and innovation of short video industry,the problems of the short video industry and market supervision,the marketing model of short video platform and industry integration.Scholars on the network short video related to user behavior research mainly focuses on the user's motivation and user satisfaction,the network short video users continue to use the psychological influence factors of the relative lack of research.On the basis of the above research background,this paper uses the combination of theoretical research and empirical investigation to analyze and explore the user behavior and the psychological influence factors of the network short video users.Taking the theory of perceptual interest,the theory of perceived cost,the theory of social presence as the theoretical guidance,the technical acceptance model as the basic model of studying the hypothesis,and the integration of literature analysis,questionnaire,in-depth interview,statistical analysis and other methods,make qualitative research and quantitative research combined,put forward the research hypothesis and rebuild the research model.By using SPSS software,we can verify the correctness of the hypothesis by using SPSS software to analyze the use behavior and psychology of the network short video college student user group.Finally,the integration of research data,the summary of college students using short video,the average time in 30 minutes accounted for the highest proportion,fragmented viewing accounted for the main position,the use of scenes and channels are diversified,theuse of the usual fixed viewing,random viewing and passive viewing coexist,the use of content more in favor of entertainment strong short video,and the pursuit of entertainment has become the main motivation for contemporary college students to watch short video.Also because the short video platform has a strong social gene,college users through the short video form to share life,can strongly stimulate their willingness to share interaction,and enjoy the platform to produce their own meaning culture,from which to obtain community recognition process.The development of Internet technology also provides a strong environmental support for the intimate presence of college students when using short video,and the form of video and audio makes the content more narrative,so that users can produce an immersive viewing experience.