Research On The Forwarding Intention Of Short Video Users And Its Influencing Factors

With the tide of Internet development,the short video industry keeps growing.In 2018,the number of short video users in China has reached 594 million,and more and more short video manufacturers are flooding into the industry,hoping to get a piece of the pie.As a result,the competition in the short video industry is increasingly fierce.The forwarding activity can spread out the information through the user's interpersonal network,which is a cheap and effective way of publicity with lasting influence,and plays an important role in the promotion of short video APP.It is of great theoretical and practical significance to study the short video forwarding behavior and explore the important factors that affect the forwarding intention,so as to increase the forwarding intention of users and improve the publicity effect of short video APP.In this paper,the short video APP "microvision" is selected as the analysis object,and relevant domestic and foreign literatures are sorted out.Based on the value acceptance model(VAM)and media richness theory,the basic hypothesis of the research is put forward,and the theoretical model and scale questions of the questionnaire are designed according to the basic hypothesis.Make use of the results of the preliminary survey to modify and improve the questionnaire questions,and conduct a formal survey after the final questionnaire is formed.A total of 1101 valid questionnaires were collected by issuing questionnaires online,with an effective rate of 95.16%.Using questionnaire data,descriptive statistical analysis is conducted on the use of "microvision" short video by users,and structural equation model is used to verify the hypothesis,and the conclusion of this paper is drawn.The research results show that users use microvision short video frequently,but the forwarding frequency is low.Compared with entertainment short video,users prefer to forward practical short video,such as beauty makeup,science knowledge,etc.Users' perceived value positively affects their forwarding intention,among which perceived usefulness and perceived entertainment positively affect their forwarding intention,while perceived cost and perceived risk negatively affect their forwarding intention.Based on this,Suggestions are put forward to enhance the entertainment of the forwarding process,increase content review,and reduce forwarding concerns.