Research On The Use And Satisfaction Of Tik Tok Among College Students

After 2010,new media has gradually exerted its strength and entered a stage of rapid development.Users have gradually inclined to new media.Traditional media has transformed to seek the market.In this process of transformation,the development of new media has basically followed Weibo-public account-short video.As a leader in short video applications,Tiktok has become a phenomenal mobile client with a very wide range of users,a deep user viscosity,and a large number of users.In the era of new media,"customer first" and "product first" have become the consensus of the media industry,and the status of users is becoming more and more important.Short video platforms have strong Internet genes.Relying on new media technologies,they have achieved leapfrog development in recent years,and users' behaviors and needs for short video usage have undergone major changes.This article is based on the latest development status of the Douyin platform and the current usage patterns presented by users,starting from the theories of "use and satisfaction","consumer psychology and consumer behavior",and conducts surveys and in-depth interviews with colleges and universities.Students use Douyin short videos to analyze their behavior and demand satisfaction.Through research,it is found that more than 90% of college students have the habit of using Douyin short videos;nearly 70% of users have used them for more than one year;more than two-thirds of users log in every day and other important behavioral characteristics.And use the Likert five-level scale scoring method to score the satisfaction of college students' demand for using Tiktok short video.Through calculations,it is found that college students have the highest degree of satisfaction with their emotional needs,with an average of 3.52.Followed by cognitive needs,personal integration needs,and social integration needs,with the average values ??being 3.36,3.20 and 3.10 respectively.Based on the theory of "use and satisfaction",the obtained data was evaluated,and the relevant conclusions were drawn: college students have not only used the fragmented time to use Tiktok short videos;short video applications have replaced long videos or videos to a certain extent.The functions of information applications;college students generally lack creative enthusiasm;emotional satisfaction is still an important driving force for them to watch short videos;college students pay more attention to the quality of video content.Based on the evaluation data,the author puts forward relevant suggestions to improve and promote the development of short video platforms: improve the quality and depth of short video content;retain high-educated users;establish a strong anti-addiction system;improve keyword search mechanisms;increase classification sections and exhibitions Out of resources.