Research on Adoption Behavior of Reading Promotion Short Videos Based on ELM-UTAUT Model
Against the backdrop of promoting nationwide reading,short videos have emerged as a crucial form of reading promo-tion.The dissemination effectiveness of reading promotion short videos depends on the adoption behavior of the audience.Therefore,the article constructs a model of factors influencing the adoption behavior of audiences for reading promotion short videos based on the Elaboration Likelihood Model(ELM)and Unified Theory of Acceptance and Use of Technology(U-TAUT).Through empirical research conducted via a questionnaire survey,the study concludes that usefulness,source credibili-ty,and social influence are significant factors affecting audience adoption willingness.Adoption willingness,in turn,has a positive impact on adoption behavior.Furthermore,the article proposes optimization strategies for reading promotion short videos based on research results.
Reading Promotional Short VideosElaboration Likelihood ModelUnified Theory of Acceptance and Use of Technology ModelAdoption Behavior