Research On The Creation Behavior And Popularity Of User-generated Content On Short Video Platform

The continuous development of Web 2.0 and mobile technology fundamentally changes the way of communication,and social media provides users with opportunities to create and share information online,user-generated content(UGC)is on the rise.Meanwhile,video has gradually become the most popular form of sharing for users due to the vivid expression and interaction of affection.Among them,Vlog,a new form of video UGC,shows a developing trend.However,both the amounts and popularity of Vlog are contributed by a small number of users,revealing a typical long tail effect.For managers of social platforms,in order to promote platform activity and user stickiness,it is necessary to clarify the following two questions:(1)What factors affect platform users’ Vlog creation behavior;(2)What factors enhance the popularity of Vlog user create.In response to these two issues,previous studies have not yet systematically and comprehensively conducted empirical analysis.Therefore,this paper aims to solve the above two issues separately from the user’s internal and external motivations,Vlog characteristics and creator characteristics.In study of the factors affecting user Vlog creation behavior,first,based on social cognition theory and self-discrepancy theory,this paper proposed hypothesis and established model from the perspective of user identity construction.Then,first-hand data was obtained by questionnaire survey,and structural equation modeling was used to verify the hypothesis.The results showed that internal environmental factors(social interaction and social cue disclosure)positively affected identity construction and positive emotion,while external environmental factors(community rewards and subjective norms)only positively and significantly affected identity construction,and have no significant effect on positive emotions.Identity construction and positive emotions further significantly affect creation behavior of Vlog.In study of the factors of affecting Vlog popularity,based on signal theory,this paper constructed a measurement model from the two perspectives of Vlog characteristics(video duration,number of danmu,and number of tags)and creator characteristics(expertise,personal reputation,and personal level).The results proved that video duration had a negative effect on Vlog popularity,the number of danmu and personal reputation had a significant positive effect,while the number of tags,expertise and personal level had a negative effect on Vlog popularity.The main contributions of this paper are as follows: From the perspective of theoretical implication,first,this paper systematically reveals the antecedents and results of Vlog creation,considers the connection between Vlog motivation and impact,and comprehensively analyzes the different stages of affecting factors.Second,this paper sorts out the process of Vlog creation behavior from the three perspectives of environment,cognition and behavior,making up for the lack of previous studies considering individual factors or platform incentives.Third,this study incorporates both video characteristics and creator characteristics into the model of Vlog popularity,revealing the influence mechanism of Vlog popularity.From the perspective of management,creators should streamline the content they share,focus on controlling the duration,and improve the quality of Vlog.Meanwhile,creators should actively express information such as "seeking support" or "seeking attention" to improve interaction with other users.Also,platform managers should enrich social attributes and take incentive measures to stimulate consumers’ creative behavior,and the convenience and fun of the danmu should be improved.In addition,the platform can plan and display in the background operation and web page display based on the characteristics of the video and the characteristics of the creator.