Research On Factors Influencing The Use Behavior Of Knowledge Video User

In the era of mobile Internet,people’s demand for knowledge-based videos is increasing.The major APP platforms need to retain and improve user engagement if they want to quickly occupy the knowledge-based video market.This study defines the usage behavior of knowledge-based video users as browsing,commenting,liking,retweeting and collecting,and aims to study the factors affecting the usage behavior of knowledge-based video users in order to promote users’ browsing and participation in knowledge-based video interaction.This study adopts a combination of qualitative and quantitative research methods to combine heuristic-systematic model and UTAUT model and mind flow theory from the perspective of knowledge-based video characteristics,and obtains video hotness,tag classification,account attributes,search ease,comprehensibility,completeness,content accuracy,and 8 factors in two dimensions of video duration,and constructed a knowledge-based video user behavior influence factor model and put forward the corresponding research hypotheses.Finally,a structural equation model was constructed using AMOS,and hypothesis testing was completed.The results show that: video hotness,comprehensibility,and video length positively affect performance expectation;tag classification,search ease,completeness,and content accuracy positively affect effort expectation;Both positively influence users’ intention to use and usage behavior to some extent through the mediating variable flow experience.To sum up,this paper puts forward some suggestions on how knowledge-based video platforms should meet users’ needs and improve user experience.It aims to provide reference for knowledge-based video platforms to help them better understand users’ needs,provide content that meets users’ needs,and win more users’ trust and support.