短视频用户倦怠行为影响因素研究

Research on the Influencing Factors of Short Video User Burnout Behavior

[目的/意义]探究短视频用户倦怠行为的影响因素,有利于帮助短视频平台从用户角度改进相关功能和内容,提升整体用户体验。[方法/过程]引入社会认知理论建立短视频用户倦怠行为影响因素模型,采用问卷调查的方式收集数据,运用SPSS软件分析用户产生短视频倦怠行为的原因。[结果/结论]信息过载、隐私保护、系统质量、向上社会比较和社交过载正向影响用户短视频倦怠行为,自我效能感负向影响用户短视频倦怠行为。

[Purpose/significance]Exploring the influencing factors of short video user burnout behavior is conducive to helping the short video platform improve related functions and contents from the user’s perspective,and enhance the overall user experience.[Method/process]This study introduces social cognitive theory to establish a model of influencing factors of short video user burnout behavior,collects data by means of questionnaire survey,and uses SPSS software to analyze the causes of short video user burnout behavior.[Result/conclusion]Information overload,privacy protection,system quality,upward social comparison and social overload positively affect short video user burnout behavior,while self-efficacy negatively affects short video user burnout behavior.