移动短视频社群效应及其影响因素的研究

Research on the Community Effect of Mobile Short Video and Its Influencing Factors

摘要: 移动短视频是一种可实时分享、互动的新型社交媒体，可围绕话题或偶像等关注点形成中心化群体，内容应用的垂直化、专业化发展和人们的自我表达、情感参与的需求，使移动短视频社群效应愈加明显。本文基于结构方程模型对移动短视频社群效应及其影响因素进行实证分析。结果表明：社群体验和归属感对参与行为有显著正向影响，群体认知、分享意愿对社群体验有显著正向影响；移动短视频社群发展呈现生机，但使用人群存在局限性，参与形式单一，内容挖掘深度不足。因此，移动短视频平台应根据用户需求，突破社群内容局限性，以品质提升社群吸引力，形成特色，培养用户社群意识，优化社群体验。

Abstract: As a new type of social media with real-time sharing and interaction, mobile short video can form a centralized group around topics or idols. The verticalization of the content application, the professional development and the need of people's self-expression and emotional participation make the mobile short video community effect more obvious. This paper empirically analyzes the mobile short video community effect and its influencing factors based on the structural equation model. The results show that community experience and sense of belonging have a significant positive impact on participation behavior. Group cognition and willingness to share have a significant positive impact on community experience. The development of mobile short video community is lively, but the use of people has limitations, the form of community participation is single, and the depth of community content mining is insufficient. Therefore, mobile short video platforms should break through the limitations of community content according to user needs, improve the community's attractiveness by quality, form community characteristics, cultivate community awareness, and optimize community experience.