Impact Analysis of Short Video on Users Behavior: Users Behavior Factors of Short VideoEvidence from Users Data of Tik Tok

Abstract

Abstract: Exploring the users' behavioral factors of using short videos in depth is of great significance to the fine operation of short video manufacturers, government control on Internet public opinion, and even promotion of the development of the short video economy. Based on relevant research at home and abroad, and the integration and optimization of Technology Acceptance Model (TAM) model variables, this analysis takes Tik Tok, the No.1 product of short video, as an example to construct the structural equation model of users' behavioral factors from the perspective of Maslow's hierarchy of needs, attempting to explore the external factors and internal psychological factors that affect users' behavior. The results show that: Firstlyly, Interesting Content is the main influencing factor affecting users’ decision to use short video products. Secondlyly, the social function of short video products plays a crucial role in increasing user activity. Thirdlyly, the function of short video products largely determines users’ Perceived Ease of Use.