A Study on Behavioral Intention of Zhengzhou Douyin Content Producers

Abstract

Purpose: Nowadays, the short video industry is on the rise and many applications have come out of nowhere to fill a lot of fragmented time. TikTok, Racer, WeChat video number, short ten seconds or so, up to a few minutes of long videos are available. As a mainstream Internet application, the short video industry market competition pattern is relatively stable.

At present, China's short video industry competition faction mainly today's headlines, Tencent, Racer, Baidu, Sina, Ali,

Meitu, B station, 360 and NetEase, of which, of the current hottest video platform - Jieyin belongs to today's headlines; Racer short video belongs to the Racer system. More and more people choose to fill the fragment time with short videos. This study analyzes the behavioral intention factors of content producers who use ShakeYin to post short

     

videos, Especially in central China, factors including perceived usefulness, perceived simplicity of use, trust, attitude, and social impact. Research design, data and methodology: Examining the behavioral intent of TikTok content makers is the goal of this study， after which the questionnaire was created in the form of a poster and distributed to 439 content producers who have used TikTok to post videos since the past six months, selected using convenience sampling and snowball sampling, and this study includes a series of data references such as descriptive analysis, Multiple linear regression analysis and correlation analysis. Results: The  results  of this  research  will  make  it easier  to optimize and enhance Content Producer' s services for content creators and to successfully use social influence, trust, and attitudes to encourage individuals to use Content Producer and create content