Studies on the Short Video Generation Behavior of New Senior Users:From the Perspective of McClusky Demand Classification Theory
[Purpose/significance]Under the background of the national strategy of active aging,the short video gener-ation behavior of new senior users is a vivid manifestation of the positive transformation of the senior group from'by-stander'to'participant'in the digital society,reflecting the rich internal needs of this group.From the perspective of McClusky's demand classification theory,this study deeply explores the motivation of short video generation behavior of new senior users,and strives to accurately promote active aging.[Method/process]Through semi-structured inter-views,the sub-dimensions of different levels of needs in the demand classification theory are refined,and the motiva-tion model of short video generation behavior of new senior users is constructed.The questionnaire survey is used to test the impact of various levels of needs,education and social willingness on their short video generation behavior.[Re-sult/conclusion]Expressive needs(record retention,expression display),contributive needs(altruism,imparting knowledge and experience),influence needs(active social participation)and transcendence needs(self-improvement,self-worth)will have a significant positive impact on the short video generation behavior of new senior users.Education-al background and social willingness play a significant positive moderating role in some needs with short video genera-tion behavior respectively.All sectors of society should grasp the different internal needs of the new senior group,pro-vide accurate services,and promote the group's multi-role transformation from viewer to expresser,contributor,influ-encer and self-transcender in the digital society participation.
demand classification theorynew senior usersshort video generation behaviormotivation
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