A study of safe viewing behavior of animated short videos in adolescent groups
Keywords:
Animated short videos, safety, mediated moderation effect, secondary effect, decision model, viewing behaviorAbstract
Animated short videos play a subtle role in influencing the growth of young people. Due to the cross-regional distribution of content by Internet social media, some works containing violence, pornography and other undesirable information have jeopardized the physical and mental safety of adolescents. Most of the previous studies have focused on the level of user behavioral intentions, and only a few scholars have studied user usage behaviors within the short video domain, and studies on the risk of unsafe behaviors are even rarer in the recent literature review. Through the questionnaire method, 697 valid samples were collected and analyzed using descriptive statistics, regression analysis, and structural equation modeling. The results of the study found that: there is a nonlinear quadratic effect relationship between safety and viewing behavior with an increasing law; safety positively affects the relationship between perceptual behavioral control and perceptual ease of use; and perceptual behavioral control plays a positive moderating role between viewing attitudes and viewing intentions. The innovative model proposed in the study provides new insights for in-depth analysis of the safe viewing behavior of animated short videos and provides useful references for the short video industry and media platform operation.
Keywords: Animated short videos, safety; mediated moderation effect; secondary effect; decision model; viewing behavior
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