大学生短视频浏览需求及阅读行为研究——以南昌大学为例

Research on Short Video Needs and Reading Behaviors of University Students:A Case Study of Nanchang University

在短视频流行的环境下,文章对短视频浏览行为的内涵进行界定,结合阅读行为理论,将大学生短视频浏览需求进行归类,并构建大学生阅读行为影响因素模型。以南昌大学大学生为研究样本,将所得数据进行交叉分析、分层回归分析,对假设进行检验。提出学习需求、娱乐需求为大学生进行短视频浏览的主要需求,其次为社交需求、心理需求、尊重需求、自我实现需求。结果表明,大学生群体整体阅读行为较良好,能利用短视频搜寻到有效信息,对网络阅读内容的正误具有一定的探究性。

Based on short video streaming,the author of this paper defines the connotation of short video browsing behaviors.Combined with the reading behavior theory,the paper classifies the needs of short video browsing,and an influencing factor model of college students'reading behavior is constructed.The author takes students of Nanchang university as research samples,designs and distributes questionnaires.Data collected are cross-analyzed and analyzed by regression method,so as to test the hypotheses.It is proposed that learning needs and entertainment needs are the main needs for short video browsing,followed by social needs,psychological needs,respect needs and self-actualization needs.The overall reading behavior of university students is favorable.They can use short videos to search for effective information and have a certain degree of inquiry into the right and wrong contents of online reading.