래더링 기법을 활용한 쇼트클립(Short Clip) 사용자의 가치구조 연구: 중국 8090후(后)를 중심으로
A Study on the Value Structure of Short Clip Users throughLaddering Technique: Focusing on the Chinese 8090 Generation
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Recently, the short clip industry has shifted from focusing on user growth to in-depth research on the value of content quality. Understanding the value pursuits of individuals born in the 1980s and 1990s in China is considered essential for improving the quality of short clip content, promoting industry development. This study analyzed how the value systems of short clip users are manifested by applying the means-end chain theory to individuals born in the 1980s and 1990s with experience using short clips. The research findings indicate that first, Chinese individuals born in the 1980s and 1990s most frequently choose to leave comments while using short clips, thereby satisfying their curiosity and pursuing fun and enjoyment. Second, it was found that they use their time efficiently and seek a sense of achievement through personal live broadcasts on short clip platforms. Third, the following function of short clips has been shown to enhance online communication activities and provide psychological satisfaction.
Abstract
Recently, the short clip industry has shifted from focusing on user growth to in-depth research on the value of content quality. Understanding the value pursuits of individuals born in the 1980s and 1990s in China is considered essential for improving the quality of short clip content, promoting industry development. This study analyzed how the value systems of short clip users are manifested by applying the means-end chain theory to individuals born in the 1980s and 1990s with experience using short clips. The research findings indicate that first, Chinese individuals born in the 1980s and 1990s most frequently choose to leave comments while using short clips, thereby satisfying their curiosity and pursuing fun and enjoyment. Second, it was found that they use their time efficiently and seek a sense of achievement through personal live broadcasts on short clip platforms. Third, the following function of short clips has been shown to enhance online communication activities and provide psychological satisfaction.