Research on College Students’ Intention to Comment on Tik Tok Entertainment Videos

Abstract

This study focuses on the entertainment video comment behavior of college students on the Douyin platform, with an emphasis on exploring the key factors influencing college students’ comment behavior on Douyin entertainment videos. For aspects such as personal subjective preferences, trust levels, emotional resonance, perceived values, and interactivity, real feedback data from college student users were collected through preliminary questionnaires. Then, the TAM model was used to analyze the formation mechanism of comment intentions. Meanwhile, SPSS was applied for data analysis to conduct in-depth research and analysis on the deep-seated motives of comment behaviors. This study found that college students’ intention to comment on entertainment videos on Douyin has a significant positive relationship with perceived value, emotional resonance, trust, age, average daily usage duration, and Douyin platform usage experience. This study conducts an in-depth analysis of the motivations of college students’ video comments, helping creators optimize their content based on the comments to enhance quality and appeal. It can help the platform better understand the cultural logic behind college students’ comment behaviors, thereby precisely pushing, improving the software ecosystem, enhancing user experience and effectively optimizing the atmosphere in the comment section. At the same time, it can better provide practical basis for colleges and universities to carry out online ideological and political education.