A Study On Use Motivations And Use Dependence Of College Students’ Tiktok Short Video In Chongqing

Tiktok short video is a “dark horse” in the rapid development of short video industry,which is very popular among college students.It also brings some changes to college students’ life,learning,interpersonal communication and mental health.This is like the sword of Damocles hanging on the head of college students,which is difficult to grasp and predict.In the use of Tiktok short video by college students,although the algorithm technology meets their personalized needs,there are also problems of "use dependence" and "poison" in real life.This paper adopted the method of questionnaire survey,taking college students in Chongqing as the research sample.Based on the theory of Uses and Gratifications,combined with relevant literature and interview results,this paper took six kinds of use motivations and use dependence as independent variables and dependent variables respectively,and then constructed the research model of Tiktok short video use motivations and use dependence.Then 430 valid sample data would be analyzed by SPSS23.0 statistical software to verify the research hypothesis and modify the research model.Finally,this paper explored the current situation and characteristics of the use motivations and use dependence of the college students’ Tiktok short video,clarified the internal relationship and influence relationship between them,and focused on how to deal with college students’ dependence on using Tiktok short video,so as to maintain the stable and harmonious relationship between people and media.The research results show that:(1)College students’ use motivations of Tiktok short video are diverse,with the highest motivation for pastime and entertainment,followed by motivation for obtaining information,and the least motivation for self-presentation.(2)College students rely on Tiktok short video usage to a high degree,and the proportion of high group is up to 60%.(3)There are different demographic differences in use motivations of college students’ Tiktok short video,and significant differences in different grade dimensions.(4)There are significant differences in gender and grade in use dependence of college students’ Tiktok short video,and males’ use dependence is the highest,and so as sophomores’ use dependence is.(5)Motivation for obtaining information,motivation for satisfying novelty,motivation for pastime and entertainment,motivation for personal relaxation,motivation for social interaction,and motivation for self-presentation all have significantly positive effects on use dependence.Among them,motivation for pastime and entertainment,motivation for personal relaxation,and motivation for satisfying novelty have greater positive effects on use dependence,followed by motivation for obtaining information and motivation for social interaction,and motivation for self-presentation is less.Based on the above research conclusions,this research has obtained the five following enlightenments to cope with the use dependence of college students’ Tiktok short video: the first is to change "homogeneity" into "multiple",to highlight the value of personalized algorithms;the second is to change "interesting" into "meaningful",to create a new communication position for Tiktok short video;the third is to switch from "flood irrigation" into "drip irrigation",to improve the effectiveness of university media literacy education;the fourth is to turn "passive" into "active",to solve the time management problems of college students;the fifth is from "1" to "N",to strengthen the team building of gatekeepers in the short video industry.