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A study of factors influencing college students'short video participation behavior

Published: 15 December 2023 Publication History

Abstract

In order to study the participation behavior of college students in short video and achieve the sustainable development of short video content and platform, this paper adopts the UTAUT model and uses questionnaires to investigate the factors affecting college students' participation in short video, using performance expectancy, effort expectancy and social influence as independent variables, participation willingness as mediating variables, participative behavior as dependent variables and average length of use as moderating variables. The study found that performance expectancy, effort expectancy and social influence all positively influenced participation willingness and participative behavior, and positively influenced participative behavior through the mediating role of participation willingness, and average usage duration positively moderated the first half of the mediating path of performance expectancy, participation willingness and participative behavior.

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  1. A study of factors influencing college students'short video participation behavior

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    ICEME '23: Proceedings of the 2023 14th International Conference on E-business, Management and Economics
    July 2023
    507 pages
    ISBN:9798400708022
    DOI:10.1145/3616712
    Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than the author(s) must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].

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    Publication History

    Published: 15 December 2023

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    Author Tags

    1. UTAUT model
    2. short video
    3. user engagement behavior

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