The short video usage motivation and behavior of middle-aged and old users

Abstract

PurposeThe main research problem is the relationship between the use motivation (UM) and use behavior (UB) of middle-aged and old short videos users and the difference of the influence of the use motivation of middle-aged and old users, a special group, on the usage behavior is analyzed.Design/methodology/approachBy means of a questionnaire survey and in-depth interview, the middle-aged and old-aged users' short video use motivation and behavior and their influence relationship are discussed.FindingsIt is found that information appeal is the main motivation of middle-aged and old-aged users to use short videos and users with different social attributes have differences in motivation and there is a significant relationship between motivation and behavior.Originality/valueThe research objective is middle-aged and elderly short video users. And how to promote the transformation of middle-aged and old-aged users' use mentality and record and create their unique bright spots in the big stage of short videos with a more active and independent attitude, is of unique significance not only to the users themselves but also to the media content of this era and the users' existence in the technological change.