July 10, 2022 • 09:30 - 09:40 | Sunday
Parallel 14 - Zhumu Conference: 620698071 : Zhumu Conference: 620698071
Parallel 14: News production and consumption for science and health

Abstract:Knowledge-based short videos have gained rapid development in major new media platforms in recent years and have profoundly influenced the way people learn, produce and disseminate knowledge. What are the motivations and behaviors of self-publishing users when they are exposed to these videos has also become a topic of concern for the community. In this regard, based on the integrated technology acceptance and use (UTAUT) theoretical model, the article uses an empirical research approach and mathematical statistical tools to analyze the factors influencing the viewing behavior of knowledge-based short video users through the links of scale reliability, scale validity, structural equation model analysis and moderated validity test. The results found that (1) performance expectation, effort expectation, social influence and knowledge anxiety have positive effects on users' willingness to use; (2) performance expectation, effort expectation, social influence and willingness to use have positive effects on usage behavior; (3) a certain degree of knowledge anxiety in users' psychology affects users' willingness to use, but does not necessarily affect the generation of usage behavior in the period; (4) the degree of users' education significantly affects knowledge-based short video users' willingness to use and use behavior. Based on the analysis, the article proposes suggestions for the development of knowledge-based short videos.


Authors
  • Guowei Zhang

    Henan University
  • Keyang Zhao

    Henan University

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