Research On Factors Afecting Users' Willingness To Use Mobile Short Video APP

With the advent of the Internet era,more and more mobile Internet products have begun to receive attention.The universal popularity of 4G networks and the wide application of mobile intelligent terminals have had a tremendous impact on people's lives,contacts and leisure methods.Compared with the traditional communication methods of pictures and texts,users in today's times are more inclined to transmit emotions and exchange information through video.The rapid development of the economy and the rise of the mobile Internet have made the mobile short video industry develop rapidly.In the face of the intricate market,mobile short video APP can only develop better if it has a place in the market.The mobile short video app can meet the needs of users to browse,share and comment on short videos,which makes the mobile short video app attract attention and quickly become a popular new APP,and attracts young users with very personalized needs.s concern.All Internet products must ensure the number of users in order to establish a foothold in the market.How to increase the number of users and let users enjoy a better product experience has become a problem that mobile short video APP operators must face.Therefore,it is necessary to study the influencing factors of users' willingness to use mobile short video APP,and to understand which factors play a greater role in enhancing users' willingness to use,so as to help operators make decisions,scientifically promote mobile short video APP,and realize mobile short video.The long-term development of APP.This paper takes mobile short video APP users as the research object,introduces the connotation of mobile short video and mobile short video APP,and summarizes the characteristic attributes of mobile short video APP.Combining the relevant theories of rational behavior theory and planning behavior theory,on the basis of combing the relevant literatures in the academic world and analyzing the existing research results,the five aspects of perceptual usefulness,perceived ease of use,perceived entertainment,social influence and satisfaction are extracted.Based on the variables,a research model of the factors affecting the user's willingness to use mobile short video APP is constructed and nine hypotheses are made based on this.In order to study the relationship between these five variables and the willingness to use,this paper designs the questionnaire to quantitatively analyze the variables,and to ensure the rationality of the questionnaire design,a preliminary pre-investigation and reliability test is carried out.After the formal investigation,the collected valid data is collected.From the three aspects of the user's basic situation,usage and overall status,the current situation of the user using the mobile short video APP is analyzed,and descriptive statistical analysis results are obtained.Secondly,the reliability and validity of the collected user data are tested to ensure that the questionnaire is reasonable and the data is reliable.The method of differential test is used to analyze the demographic characteristics and the effect of users of mobile short video APP on the user's willingness to use.Finally,the structural equation model is used to study the factors affecting users' use of mobile short video APP,and the research model is tested,evaluated and revised,and the relevant hypothesis test results are obtained.According to the research conclusions,the user will be encouraged to use short video APP users.Through empirical research,the following conclusions can be drawn: First,gender and education level have no significant difference in the willingness to use mobile short video APP users,age,frequency of use,average daily usage time,duration of use,and whether to upload video to mobile short video.APP users have significant differences in their willingness to use,and younger groups are more willing to use mobile short video apps.Secondly,factors that have a positive impact on mobile short video APP user satisfaction include perceived usefulness,perceived ease of use,and perceived entertainment.The perceived usefulness has the greatest effect on mobile short video APP user satisfaction.In the second is perceived ease of use,and the degree of perceived entertainment is minimal.Third,the satisfaction,perceived ease of use,perceived entertainment and social impact of mobile short video APP users are positively affecting the willingness to use.The most important role is satisfaction,followed by social influence,followed by perception.Entertainment and perceived ease of use.The perceived usefulness of the mobile short video APP user has no significant impact on the willingness to use,and the perceived ease of use when the user uses the mobile short video APP acts on the perceived usefulness in a positive form.