Information Sharing Behaviors of Government Short Video Users: A Case Study of the Collection of Videos of "Youth Learning Party History" on TikTok and Kuaishou Platforms

With the rapid growth of the scale of short video users, the user information sharing behavior has become the focus of academic circles and society. It is of great significance to explore the influence factors of user information sharing behavior, so as to improve the communication power of short videos. Based on the Stimulus-Organism-Response (S-O-R) model, combined with the D&M theory and the Use and Gratification (U&G)theory, an empirical research model for information sharing behaviors of the Communist Youth League government short video users is constructed. In the model, the user satisfaction is used as an intermediary variable. Data are collected through questionnaires, and the hypothesis is tested using the structural equation model. Results show that performance of the information system and the user satisfaction can promote the users' information sharing behavior. Among them, user satisfaction plays an intermediary role in the influence of information system performance on the information sharing behavior. Therefore, in the follow-up construction of government short videos, it is necessary to build an ecological network environment, promote the whole process of service supply and enhance the construction of interactive content.