Abstract

Short video apps for mobile devices are rising in popularity. Using Xiaohongshu as an example, this work carefully studies the user participation behavior of mobile short video Apps and contributes to the body of knowledge in the field of pertinent theoretical research. This study equips creators of short videos with the knowledge they require to improve user experience and content marketing on a more objective basis, as well as to enable app upgrading and optimization. The UTAUT theoretical model is used in this paper to develop hypotheses, which are then tested using survey data. Finally, the theoretical model and hypothesis are validated using multiple regression analysis and hierarchical regression analysis. The significant study results are as follows: Users' behavior is significantly influenced by social value, perceived entertainment value, individual innovation, facilitating conditions, and privacy security when using communities; by social value, individual innovation, facilitating conditions, and privacy security when participating in communities; and by social value, facilitating conditions, and privacy security when contributing to communities. Finally, it makes some suggestions for the long-term expansion of mobile short video apps based on the testing results.

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