手机视频用户使用行为与满意度研究

Research on the Using Behavior and Gratification Rate of Mobile Video Users

在移动互联网浪潮的推动下,手机视频产业正成为新兴的朝阳产业。本文以手机视频用户为研究对象,通过建构手机视频用户使用行为与满意度模型且对510份有效样本进行综合分析,得出如下结论:手机视频用户使用行为表现与其满意度密切相关;手机视频用户对碎片化视频的观赏黏性逐步形成,短视频成为赢得用户的关键;传播者尤其注重选择最佳时机推送原创视频,尽可能多地争取用户与流量,傍晚是发布与推送手机视频的最佳时间;费用与手机用户是否观看视频紧密相关,提速降费是用户的迫切需求;广告与手机视频用户观赏体验相关,去广告、优化广告内容是破除瓶颈的关键;当前手机视频性价比不高,与手机视频的质量与价值不高密切相关。这些结论为手机视频制作方与运营方提供了有益的参考,有利于促进手机视频产业持续健康发展。

Under the wave of mobile Internet,the mobile video industry is emerging as a sunrise industry.The research target of this paper is mobile video users.The research constructs a mobile video users’using behavior and gratification model to do a comprehensive analysis of 510 valid samples we have received.The conclusions are:the performance of mobile video users is closely related to their satisfaction;mobile video users have formed viewing adhesiveness on the fragmented videos gradually;short video has become the key to win the users;evening is the best time to release and promote mobile videos;platforms should choose the best time to promote original videos,and getting as much users or traffic as possible;cost is closely related to mobile phone users’video watching habit,speeding down the cost is an urgent need for users;advertisement is related to the viewing experience of mobile video users;reducing ads and optimizing the content of ads are the keys to break bottleneck;current mobile videos are not cost-effective,which is closely related to the low quality and value of mobile videos.All of these conclusions provide a useful reference for the mobile video producers and operators,which is conducive to promote sustainable and healthy development of the mobile phone video industry.