Study On Vietnamese User Behavior Of "Tiktok" Short Mobile Video APP

Thanks to the rapid development of the internet age,the cost of long-distance communication has been reduced to a minimum.People can update the world’s information in many different ways.The appearance of short videos increasingly takes up a lot of people’s time and creates big changes to their daily lives.Among the many applications,the short video application Douyin is like a rising star.The launch of the short video application Douyin has not only received enthusiastic responses from Chinese netizens but has also become a very famous application abroad,attracting a lot of attention,especially in the Vietnamese market.The research choose Vietnamese people who use Douyin as a research object,applied “Uses and Gratifications Theory”,“Technology Acceptance Model” and“Lasswell’s 5w Communication Model”,combining document research method,investigation method and interview method to investigate the Vietnamese behavior of using Douyin.Through investigation,the research has shown that different genders and different levels of education of the user have not influenced the behavior of using Douyin.In addition,different ages,knowing Chinese or not,having studied abroad in China or not have affected the behavior of using Douyin.Through the analysis of survey data,the results have indicated that the perceived usefulness,perceived ease of use,perceived entertainment,social influence,platform satisfaction,and interest in Chinese culture have a direct affection on the usage behavior of users.The research has also presented that the interest in Chinese culture has the strongest affection on usage behavior while social influence has the weakest affection on usage behavior.In addition,cultural dissemination characteristics of Douyin short video application mainly include:(1)the multi-domain display of cultural content,(2)the innovative way of video display,(3)the cultural form with traditional culture and modern culture,(4)the subtle spread.At the same time,Douyin short video application has achieved good results in the spread of Chinese culture in Vietnam.Depending on the above research conclusions,from the perspective of cross-cultural communication,this study focuses on analyzing Douyin usage behavior of Vietnamese and discusses the process of cross-cultural communication of Douyin short video application.On that basis,this study also proposes a feasible multicultural strategy and provides important and significant references for the external communication of Chinese culture.