Research On The Influencing Factors Of Short Video Selection Behavior Of Junior High School Sports Dance Learners

By June 2022,the number of short video users has reached 962 million.Short video has become the application type with the highest proportion of mobile terminal users’ use time.People’s online attention concentration ratio has gradually strengthened.All walks of life realize resource sharing through short video.Cross border integration has become an important indicator for the development of the Internet.In the context of "Internet+",sports dance follows the banner of the information age and is heading towards the development of big data interaction.Sports dance short videos actively adapt to the public’s psychology with their own characteristics of flexibility,simplicity,rich content,and strong viewing ability,promoting the dissemination and development of sports dance art among the masses,and achieving the influence of generalized dissemination.Learners who have received professional training in sports dance have certain cognitive and understanding abilities towards sports dance short videos,and are the core audience of sports dance short videos.Therefore,analyzing the influencing factors of user selection behavior for sports dance short videos from a learner’s perspective has practical significance for the development of the sports dance short video industry.This study uses the technology acceptance model,combined with the theory of perceived risk,to establish the influencing factor variables of the short video selection behavior of junior high school sports dance learners and put forward hypotheses,based on which to build the corresponding model and conduct empirical research.Optimize the model structure using structural equation modeling,analyze the impact mechanism of short video selection behavior among sports dance learners,and summarize the influencing factors of short video selection behavior among middle school sports dance learners.Data analysis was conducted on 385 survey questionnaires and model hypotheses were validated.The research results showed that:(1)the influencing factors of short video selection behavior among middle school sports dance learners include facilitation conditions,perceived pleasure,perceived usefulness,and perceived ease of use.(2)The facilitating conditions have a positive impact on the perceived usefulness and perceived ease of use of middle school sports dance learners;(3)Perceived pleasure has a positive impact on the perceived usefulness and perceived ease of use of middle school sports dance learners;(4)Perceived risk has no significant impact on the behavioral willingness of middle school sports dance learners;(5)Perceived usefulness has a positive impact on the behavioral willingness of middle school sports dance learners;(6)Perceived ease of use has a positive impact on the perceived usefulness and behavioral willingness of middle school sports dance learners;(7)There are significant differences in the relationship between latent and outcome variables in the model among middle school sports dance learners of different genders,ages,and dance ages.Finally,based on the research conclusions,optimization suggestions are proposed for sports dance short videos: enhancing user experience and improving user satisfaction;Pay attention to improving content quality and enhancing user recognition;Pay attention to the differentiated characteristics of the audience and enhance the competitiveness of short videos.