Research on the Evaluation of Short Video Communication Effect Based on User Preference and Content Characteristics postprint

Abstract: [Purpose/significance] This paper constructs an evaluation model of short video transmission effect, and provides a theoretical basis for subsequent empirical evaluation of short video communication effect.[Method/process] This paper analyzed users from a multi-dimensional perspective, took short-video user-generated content as the starting point, extend to user preferences based on comprehensive information emotional theory, and integrated with content features based on super IP theory. It used literature review and Delphi analysis to summarize the factors affecting short-term frequency communication effect, and used fuzzy set theory DEMATEL model to screen the key influencing factors of the secondary indicators, and a communication effect evaluation model and evaluation index system were constructed.[Result/conclusion] Eleven key influencing factors of short video communication effect were determined, of which the official certification was the most critical factor,the short video communication effect evaluation model and evaluation index system thus constructed provided a certain degree of decision support for the research of short video propagation effects.