Study On The Influencing Factors Of Promoting College Students' Sustained Will Of Receiving Short Video

With the development of Internet technology and the popularization of smart phones,personal time is fragmented along the explosion of information.Short video has gradually become an important way for information absorption.In 2017,short video became the blue-eyed boy of the public instantly.User number of short video platforms such as Douyin,Kuaishou,and Microvision surged,and the number of PGC + UGC short videos also increased.In 2018,short videos are no longer only for entertainment,a variety of other styles appeared.However,the content of short vidieo are still homogeneous,only few of them are well-produced.In an era when network flow and users experience is emphasized,user behavior patterns are no longer only formed by passively receiving,as autonomy in selection willingness is enhanced.How to enable users accurately receive the information they want in the ocean of short videos and thus prompt their future consumption willingness are the questions that short video bloggers and short video platforms need to consider.In this context,this paper studied the factors of receiving willingness of the short videos(video within 15 minutes),with college students as the research object,and using questionnaire survey as the research method,using SPSS as the data analysis software.This study has great significance in theory and practice for increasing the willingness of college students to receive short videos continuously.This paper has seven parts.The first part is the introduction,including the research background,research purpose and significance,research content and problems and research value.The second part is literature review,which summarized and analyzed the research of academics and industry scholars from the perspective of short video and user's willingness to receive.The third part is the theoretical source,summarizing the theoretical basis of this article.The fourth part proposed the study hypotheses,which is based on the ECM-IT model,and a total of 10 variables and corresponding hypotheses are extracted.A model is reconstructed according to these variables and hypotheses.The fifth part is the research design and data collection.Through the analysis of the pilot-study data,the definition of perceived value is modified to pave the way for the subsequent formal study.The sixth part is research details and analytical methods,correlation analysis,regression analysis and difference analysis are used to test the hypothesis,and draw the final model of this paper.The seventh part is the research conclusions and prospects.Through the analysis of the data,it is found that perceived usefulness,perceived ease of use,perceived entertainment,perceived number of people,social presence,and satisfaction all have a positive impact on the continuous willingness to receive.Flow experience is an intermediary variable of perceived usefulness,perceived ease of use,perceived entertainment,perceived number of people,social presence,perceived effort and satisfaction.Finally,the feasible direction of future related research is prospected.According to the research results of this article,the author provides some feasible suggestions for short video platforms and bloggers.For product development,short video recommendations are required according to satisfy the characteristics of college students,simplifying the independent search process and enhancing search relevance and accuracy,which could enhance college students' perceived ease of use and perceived usefulness.At the same time,from the perspective of increasing the perceived number of user,when a certain video is liked,short videos with similar topic and high preference should be recommended.So that college students would feel the popularity of such short videos,which increases the value of short videos and the entertainment for college students,also encourage college students doing self-shooting.At the same time,in terms of uploading videos and shooting,simplifying the shooting process,adding special effects,and appropriately promoting non-net celebrity works are suggested.Finally,the author reviews the shortcoming of this paper and hopes to provide reference for subsequent researchers.