| Nowadays,short video platform has become the main channel for people to receive information,entertainment and leisure.The government and mainstream media constantly emphasize on stimulating and delivering positive social energy,increasing the supply of high-quality positive short videos,creating more netizens’ delight,spreading ideas,spreading power,spreading consensus,spreading positive short video works,and letting positive energy content occupy the cyberspace.In this context,after watching positive energy short videos,whether users have weakened their negative emotions to a certain extent,thus gaining more positive influence on cognition,attitude and behavior;what are the key factors in this process;how to use short video platforms to enhance the effect of positive energy short video dissemination in a more targeted manner;the above questions are worthy of deep consideration and research.This paper is guided by the use and satisfaction theory and TAM technology acceptance model,and uses in-depth interviews and questionnaires to analyze the factors influencing the effect of positive energy short video communication and provide a basis for the development of communication strategies.Based on the in-depth interviews,the key variables were extracted: perceived usefulness,perceived entertainment,perceived authenticity,media interactivity,perceived ease of use,and community influence,with viewing cognitive attitude and viewing emotional attitude as mediating variables and viewing behavior as dependent variables.The data were analyzed by using SPSS software on the 498 valid questionnaires collected to verify the hypotheses and revise the model.It was found that among the main factors influencing the effect of positive short videos,perceived usefulness,perceived authenticity,media interactivity,and community influence had significant positive effects on audience viewing behavior,while perceived entertainment and perceived ease of use only had significant positive effects on viewing attitude.In view of the aforementioned findings,five suggestions are made to optimize the effect of positive short videos: continuously inject positive elements to strengthen users’ emotional identification;insist on objective and realistic content to avoid excessive sensationalism;expand two-way interaction to promote positive energy values;play the advantage of community influence to establish correct public opinion guidance;and link online and offline communication to enhance positive energy influence.This study aims to provide certain paths and methods for the dissemination of positive energy short videos in China,and make a small effort to purify the environment of short video platforms,guide users to release emotions appropriately and stimulate positive social energy. |
