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2019 , Vol. 63 >Issue 6: 103 - 115

DOI: https://doi.org/10.13266/j.issn.0252-3116.2019.06.013

Analysis of Factors Affecting Browsing and Creation Behavior of Users in Mobile Short Video

  • Zhang Xing ,
  • Wu You ,
  • Liu Shan
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  • 1. School of Management, Wuhan Textile University, Wuhan 430200;
    2. School of Management, Xi'an Jiaotong University, Xi'an 710049

Received date: 2018-06-25

  Revised date: 2018-10-26

  Online published: 2019-03-20

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Abstract

[Purpose/significance] How to meet the needs of short video users, stimulate participation behavior of users, and successfully retain users has become an urgent problem to be solved. However, there is a lack of research on user participation behavior in short videos. Therefore, this paper constructs a model based on social-technical theory to study the factors that affect the browsing behavior and creation behavior of male and female users of mobile short video. [Method/process] In this paper, we collected 877 valid questionnaires by questionnaire, and tested the hypotheses proposed by SPSS24.0 and AMOS23.0. [Result/conclusion] The research results show that individual extroversion and short video entertainment function positively influence the use behavior of both male and female users; the user’s narcissistic traits and the need to belong positively affect the creation behavior; the need for popularity and the documentation function act positively on browsing behavior. In addition, the narcissistic traits of male users negatively affect their browsing behavior. There is no significant relationship between narcissistic traits and browsing behaviors of female users. Documentation function has no significant influence on the browsing behavior of male users. The research results provide a theoretical basis for exploring the user behavior of mobile short video, and provide a reference strategy for the development of short video.

Key words： mobile short-video; social-technical theory; browsing behavior; creation behavior

Cite this article

Zhang Xing , Wu You , Liu Shan . Analysis of Factors Affecting Browsing and Creation Behavior of Users in Mobile Short Video[J]. Library and Information Service, 2019 , 63(6) : 103 -115 . DOI: 10.13266/j.issn.0252-3116.2019.06.013

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