| Information sharing is an important source for the sustainable development of short video platforms,how to promote the development of information sharing behavior is the core issue of short video platforms.As an important channel for information sharing,the university Tik Tok short video platform provides a place for user information search and interaction,which can enhance the interaction and sharing between users and between users and platforms,and plays an increasingly important role in life.On the other hand,university Tik Tok short video platforms face challenges in promoting information sharing among users.Users have higher requirements and expectations for the platform,and the trend of diversification and personalization of user needs is becoming more and more obvious,which puts forward higher requirements for the platform to further promote the development of user information sharing behavior.Therefore,discussing the factors affecting the information sharing behavior of Tik Tok short video users in colleges and universities can help the managers of Tik Tok short video platforms in colleges and universities better understand the motivation of user information sharing behavior,so as to promote the development of user information sharing behavior and improve the communication and influence of the platform.This study focuses on the influencing factors of user information sharing behavior of Tik Tok short video platform in universities from the perspective of users.Specifically,it focuses on: first,what factors will affect user information sharing behavior in the university Tik Tok short video platform;second,what is the specific effect of various influencing factors on user information sharing behavior;third,what is the guiding significance of the conclusions of this study for the promotion of user information sharing behavior on Tik Tok short video platforms in universities.In this regard,this study first summarizes the relevant literature and theories at home and abroad,and clarifies the research context.Based on the grounded theoretical qualitative research method,the research subjects were explored,and the influencing factor model of user information sharing behavior of Tik Tok short video platform in universities was constructed,and research hypotheses were proposed.This study collects data by questionnaire survey and uses SPSS26.0 and AMOS26.0 for hypothesis testing.Empirical results show that the system quality,information quality and service quality factors in the performance dimension of information system can have a significant positive impact on user’s information sharing behavior.The content demand satisfaction,process demand satisfaction and social demand satisfaction in the user’s use and satisfaction experience dimension can significantly positively affect the user information sharing behavior,and the user’s use and satisfaction experience can play an intermediating role in the role of information system performance on user information sharing behavior.The experience of using social media plays a role in moderating the role of user’s use and satisfaction experience on user information sharing behavior.Therefore,the operators of the Tik Tok short video platform in universities should strengthen the construction of the performance of the platform information system,continuously improve the service quality,improve the user’s use and satisfaction experience,pay attention to the role of social media experience in the platform,and continuously promote the development of user information sharing behavior. |
