Research On The Influential Factors Of User Intention On Usage Of Short Video APP

Nowadays,when it has entered the mobile Internet era,the popularity of smart terminals is getting higher and higher,and the coverage of 4G networks is becoming wider and wider,the proportion of mobile Internet users in China has reached 98.6%.People's life,social and entertainment methods have changed dramatically.They are no longer satisfied with the traditional form of picture+text communication,more willing to adopt video when communicating emotions and transmitting information,based on shortsightedness.Short video APP's new social way has quickly become a hot spot in the market,especially by young users with highly personalized needs.Users can shoot,watch and share short videos through short video APP.All kinds of short video APP have long occupied the forefront of download lists of major application malls.How to attract users and maintain the activity of APP users has become an urgent practical problem for short video APP related enterprises.Therefore,it is of great theoretical and practical significance to determine the influencing factors of short video APP users' willingness to use and to analyze quantitatively the influence of each factor on users'willingness to use,so as to help APP designers and developers better understand users' needs and improve and optimize software and services.On the basis of reviewing a large number of literatures,taking "Tik Tok" APP as an example,starting from the user's willingness to use,this paper takes technology adoption and use integration theory as the theoretical basis of this study,and combines the characteristics of short video APP industry,constructs a research model of "Tik Tok" user's willingness to use.By using the method of questionnaire survey,1024 valid questionnaires were obtained from the group with experience of using "Tik Tok" APP.Through frequency analysis and cross-analysis,we can understand the social attributes,usage and willingness of users;through factor analysis,we study the influencing factors of comprehensive use willingness,construct a binomial logistic regression model,and analyze the importance of each influencing factor.The results show that "Tik Tok" users pursue fragmented use and have a higher demand for entertainment;the use of shooting and forwarding functions is inconvenient and users use less frequently;urban youth with high educational background have the strongest willingness to use them;and user's perception of performance expectations and social impact plays a positive and effective role.Based on the empirical results,this paper puts forward some opinions and suggestions,such as strengthening video shooting guidance and help,simplifying the video production process,encouraging users to forward interaction,enhancing social experience,mining and cultivating small urban and rural user groups,injecting entertainment elements,upgrading recommendation algorithm and so on.