The Factors Associated With Social Short Video APP Usage Among College Students

With the popularization of intelligent mobile terminals and the development of 5G technology,China’s short video industry has entered a mature period.Tiktok and Kwai,as representatives of the social short video APP,have developed rapidly,attract a large number of domestic capital and accelerate the layout of overseas.Based on the large scale of users,the government and social organizations,etc.actively settle in the social short video APP,in order to effectively promote the government image and disseminate social public welfare information.Driven by both business interests and social values,social short video APP is widely concerned.As college students are the main users of social short video APP,this study uses four theoretical perspectives of technology acceptance model theory,social influence theory,elaboration likelihood model theory and social presence theory,and takes some college students in Chongqing area as the survey object to study the characteristics of social short video APP usage and its influencing factors,aiming to provide certain basis of the APP’s innovation and development.This paper constructs a regression model of college students’ social short video APP usage.Through descriptive statistical analysis,independent sample t test,analysis of variance,correlation analysis and multiple linear regression analysis,the basic situation and influencing factors of college students’ social short video APP usage are investigated.Through the empirical investigation,it is found that among the demographic factors,father’s education level and family economic status have significant impacts on college students’ social short video APP usage.In addition,entertainment motivation,social interaction motivation,information acquisition motivation,perceived usefulness and social influence also have significant impacts on the usage of social short video APP of college students.The results show that college students hope to relax,interact with others and get the latest information through the social short video APP.The stronger the three motivations are,the better their usage will be promoted.In addition,improving the perceived usefulness of social short video APP and paying attention to the influence of the people around college students on themselves can effectively enhance the use stickiness of social short video APP,so as to realize more social and economic functions.The innovation of this study is mainly manifested in two aspects.First,this study introduces two new variables that are social presence perception and social influence,which provide a new explanation perspective for the impact mechanism of college students’ social short video APP usage.Second,this study confirms that social influence,father’s education level and family economic status have an impact on college students’ social short video APP usage,and it shows that there is a social gradient difference in the use of social short video APP among college students,which is a new conclusion.