A Study on the Influencing Factors of User Interaction Mode Selection in the Short Video Industry: A Case Study of TikTok

In recent years, with the popularity and development of the Internet and mobile terminals, social short videos, as a new form of social media, have become more and more popular among consumers. By using emerging technologies such as big data and artificial intelligence, the short video platform can analyse user needs more accurately and push services and content in a targeted manner. At the same time, users can send barrage and share information with other users while watching short videos. With accurate user portraits and information push, as well as various interaction modes, TikTok has reached one billion monthly active users. In this paper, taking the TikTok short video platform as an example and examining it from the perspective of its users, a research model is built based on the ternary reciprocal determinism model of social cognitive theory. A questionnaire survey was used to gather 176 valid samples. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the model and the research hypothesis. The results show that individual interaction is influenced by the individual, environment, social presence, public opinion, personal traits, trust properness and other factors. At present, there is little literature on the driving factors of short video application users’ participation behaviour. Therefore, this paper aims to fill the gaps in related fields to a certain extent.