A Study of College Students'Behavior of Generating Short Videos Based on Social Exchange Theory
Short video generation is a user content generation behavior that combines cost and benefit.In order to study the influencing factors and behaviors of college students in generating short videos,this study divides the perceived benefits into image management,fan acquisition and economic benefits,and divides the perceived costs into creation costs,publishing costs and risk costs,and then build a research model based on the social exchange theory.Data collected through questionnaires and structural equation model is analyzed through Smart PLS.The study confirms the logical relationship of"image management→acquisition of fans→economic benefit"in short video social media,indicating that image management and acquisition of fans have a significant positive impact on the generation of short videos,while risk cost has a significant negative impact on the generation of short videos,and e-conomic income,creation costs and publishing costs have no significant impact on the generation in-tention of short videos.The research results enrich the research content of short video content genera-tion,which is of great significance for optimizing short video social platform and putting forward sug-gestions to promote the participation of college students in video generation.
short video generationcollege studentssocial exchange theory
万方数据
维普
