Study On Mobile Short Video Users' Motivation And Behavior

With rapid development of 4G network and expansion of intelligent terminal,mobile short video becomes very popular for its advantages.In 2017,new breakthrough was made in the mobile short video industry,many big Internet companies expanded the market of mobile short video,causing concern from the industrial and academic experts.Kuaishou short video is a representative of social short video applications in China,the way it attaches importance to ordinary people's life makes it very prevalent among ordinary people.This paper focuses on mobile short video users' motivation and behavior taking Kuaishou short video APP as a case.According to the perspective of technology,this paper makes a literal review of Technology Acceptance Model and Diffusion of Innovation Theory.According to the perspective of user,this paper makes a literal review of Use and Gratification Theory and Motivation Theory.This paper also trys to explore the relationship between motivation and behavior of mobile short video users.Based on the results of previous studies,this study established a model suitable for mobile short video users' motivation and behavior research,and designed independent variables and dependent varibales to make hypotheses.By means of questionnaire survey,data statistics,in-depth interview and other quantitative and qualitative research methods,this paper studies the relationship of motivation and behavior of short video users in the real world.The study achieved three important conclusion.The first,seven motivation are examined in relation to short video users' behavior,the perceived ease of use,perceived usefulness,record,social interaction,social promotion,popularity,recreation motivation can make significant influence on users' behavior.However,the motication of expression is connected to time used,not usage frequency or involvement level.The second,the study found that as mobile short video users' usage time,usage frequency,involvement level changed,users' motivation would change,so users' motivation of using mobile short video is dynamic,notstatic.The third,through in-depth interview,the study found that the economic motivation is an important reason for users to use the Kuanshou short video,many users want to make money by shooting short video.Based on the aboved conclusion,this paper puts forward a series of practical suggestions in order to improving the sustainable development of mobile short video.