• International Journal of Contents
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• v.17 no.1
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• pp.37-53
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• 2021

With the advent of the 5G era, smart phones and communications network technology have progressed, and mobile short video of people's life can be made, Of the new tools of communication, at present, China's social short video industry has shown rapid development, and the most representative of the short video app is Douyin (international version: Tiktok). Under the background of Uses and Gratifications Theory, this study discusse the relationship between Douyin users' preference degree, use motivation, use satisfaction and attention intention. This study divides the content of Douyin video into 10 categories, selects the form of an online questionnaire survey, uses SPSS software to conduct quantitative analysis of 202 questionnaires after screening, and finally draws the following conclusions: (1) The content preference degree of Douyin short video (the high group and low group) is different in users' use motivation, users' satisfaction degree and users' attention intention. ALL results are within the range of statistical significance.(2) Douyin users' video content preference degree has a positive impact on users' use motivation, users' satisfaction degree, and users' attention intention. (3) Douyin users' motivation has a positive impact on users' satisfaction and user' attention intention. (4) Douyin users' satisfaction degree has a positive impact on users' attention intention. Based on the research results, we suggest that Douyin platform pushes videos according to users' preferences. In addition, as the preference degree has an impact on users' motivation, satisfaction degree and attention intention of using the platform, it is important that the platform's focus should to pay attention to the preference degree of users. Collecting users' preferences at the early stage of users' entering the platform is a good way to learn from, and doing a good job of big data collection and management in the later operation.

• International Journal of Contents
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• v.18 no.2
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• pp.1-17
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• 2022

As of September 2021, COVID-19 is still seriously impacting people globally. To better control the epidemic, the Chinese government adopted a nationwide quarantine policy at the early stage of the discovery of COVID-19, which has significantly changed people's production and life. China's Douyin app (International version: TikTok) is an extremely influential entertainment and social tool. During COVID-19, a large number of short videos about COVID-19 appeared. Publishers included government agencies, professionals, and self-media. The content released has made Douyin a tool for people to receive COVID-19 information in addition to entertainment and social functions. This is a quantitative study. By exploring the impact of the Douyin app on Chinese college students during COVID-19, this study provides suggestions from the level of social media such as TikTok to enable Korea's epidemic prevention to be more effective. This study established variable questions such as Douyin's information perceived value, information usage channels, information awareness, anti-epidemic policy attitude, trust of public institution and preventive behavioral intention, and conducted a questionnaire survey. Using SPSS to analyze the obtained data, this study found that: 1. The short video information usage channels about COVID-19 in Douyin have a positive impact on the audience's information awareness; 2. The information perceived value in Douyin has a positive impact on the audience's information awareness; 3. Information awareness and trust of public institution in Douyin have a positive impact on the audience's anti-epidemic policy attitude; 4. Information awareness and trust of public institutions in Douyin have a positive impact on the audience's preventive behavioral intention; 5. The audience's anti-epidemic policy attitude has a positive effect on preventive behavioral intention.

• Journal of the Korea Society of Computer and Information
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• v.26 no.8
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• pp.229-237
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• 2021

This paper aims to study the using motivation and influencing factors of Chinese users' participation in live stream shopping through theoretical and empirical analysis, so as to evaluate the change in users' needs and improve marketing strategies. In doing so, I conducted a questionnaire survey for Chinese live stream shopping users and collected the required data. For empirical analysis, I used SPSS and AMOS software to carry out descriptive analysis, reliability and validity analysis and structural equation model analysis (SEM) to test the hypothesis. The results of the analysis showed that core competency and brand personality of the short video industry have a significant impact on user and customer perceived value, thus influencing users' using motivation. That is, users do not blindly follow live stream shopping but make their active choice. Therefore, it is suggested that live stream shopping platform should strengthen the e-commerce attributes and eradicate "the sense of false satisfaction", in order to achieve the effective communication of information. On the other hand, to stimulate the purchase motivation of users, the brand should build up its personality, and enhance user and customer perceived value in cyber marketing.