兵团大学生短视频使用行为——现状、影响因素及其作用路径  

Short Video Use Behavior of College Students in Xinjiang Production and Construction Corps: Current Situation, Influencing Factors and Acting Path

作　　者：孙鲁云[1] 杨普 姜钊 SUN Lu-yun;YANG Pu;JIANG Zhao(School of Economics and Management, Shihezi University, Shihezi 832003,Xinjiang, China)

机构地区：[1]石河子大学经济与管理学院

出　　处：《兵团教育学院学报》2019年第5期10-16,共7页Journal of Bingtuan Education Institute

摘　　要：把握大学生在短视频使用过程中的心理认知与行为,对短视频各参与主体制定相关策略具有重要意义。本文基于新疆兵团大学生调研数据,分析了大学生短视频使用现状,并运用路径分析法考察了大学生短视频使用行为的影响因素及其作用路径。研究发现,第一,以抖音为代表的短视频风靡大学校园,用户使用粘性大,但短视频带来的焦虑感需引起重视;第二,习惯是影响短视频使用的最主要因素,其次是意愿。户籍、学历通过意愿对短视频使用行为间接影响。便利条件对短视频使用的影响是双面的,正负效应抵消,总体表现不显著。最后,本文提出重视大学生因短视频导致的焦虑,短视频平台应更加注重提供有价值、有质量的短视频内容,寻求培养用户习惯与防止用户沉迷之间的平衡点等建议。It is of great significance to grasp the psychological cognition and behavior of college students in the process of using short video for each participant of short video to formulate relevant strategies. Based on the survey data of college students in Xinjiang Production and Construction Corps, this paper analyzes the current situation of college students' use of short video and investigates the influencing factors and action paths of college students' use of short video by using path analysis method. The results show that: First, short video is popular in college campus, and users are sticky, but the anxiety brought by short video needs paying attention to;Second, habit is the most important factor affecting the use of short video, followed by willingness. Household registration and educational background have indirect influence on short video using behavior through intention. The effect of convenience on the use of short video is two-sided, with positive and negative effects offset, and the overall performance is not significant. Finally, this paper argues that attention should be paid to college students' anxiety caused by short video, and that short video platform should pay more attention to providing valuable and high-quality short video content, seeking a balance between cultivating user's habits and preventing user addiction.

关 键 词：短视频 抖音 使用行为 路径分析 

分 类 号：F713.5[经济管理—市场营销]