Research On User Behavior Of Video Multiplying Playback From The Perspective Of Use And Satisfaction

The rapid development of Internet technology and the widespread popularity of mobile terminals have provided fertile ground for the rise of online video platforms.In recent years,its newly added function,Multiply Play,allows users to speed up or slow down video playback according to their own needs and habits,greatly improving the freedom of viewing,and is therefore being chosen by more and more young users.The main research object of this article is the double speed viewing behavior of users in medium and long video platforms such as Tencent,iQiyi,and Youku.Starting from the perspective of users,based on the use and satisfaction theory,and with the help of other communication theories,this article comprehensively adopts research methods such as literature analysis,questionnaire survey,and in-depth interview to explore the usage and demand satisfaction of users during the double speed playback process,Analyze the existing problems of users in the process of "double speed playback",and provide certain strategic suggestions for the healthy development of "double speed playback from a rational perspective based on user experience.The research found that:(1)the higher the educational level of users,the more inclined they are to use multiple speed playback,and the more frequent they use it;The older the user is,the lower their educational level is,and the more likely they are to use slow rate playback.Conversely,the younger the user is,the higher their educational level is,and the more likely they are to use double rate playback;When viewing video is the current only or main task,users are more inclined to use multiple speed playback;Users will decide whether to play at multiple speeds based on the content and type of video,which is generally a very flexible process.(2)The behavioral motivation variables for fast playback mainly include four basic dimensions:entertainment demand motivation,management demand motivation,social demand motivation,and creative demand motivation.Among them,management demand motivation has the highest degree of explanation,indicating that in daily life and work,users’ time anxiety is relatively serious.Using the multi speed playback function is mainly to save time and improve the efficiency of video viewing.(3)By playing at multiple speeds,users’ various needs have been met to varying degrees.(4)During the process of playing at multiple speeds,some users have problems such as being prone to addiction,having difficulty immersing in emotions,limited speed choices,and changing their life philosophy.Therefore,users should improve their media literacy,clarify their own needs,and use the multiple speed function reasonably;The platform should accommodate the different needs of different users as much as possible,provide richer rate options,and actively encourage users to view at full speed;Creators should maintain the lifeline of work quality and not lower their requirements for work quality due to the popularity of double speed viewing.Only by working together and forming a joint force,can the sustained and healthy development of "double speed playback" be promoted.