RESEARCH ON SHORT FORMAT VIDEO APPLICATION DESIGN STRATEGY BASED ON USER EXPERIENCE AND EMOTION REGULATION
Authors: Wang Wenting , Pan Younghwan , Wu Sixue , Dai Zhaoyang 
Published: July 2022

Abstract

Background
With the rapid development of smart phones, the platform for people to obtain information and resources has shifted from traditional media carriers to smart phones and smart devices. Short video applications are favored by all users and capital, and the number of users, industry scale and social influence are increasing. Under the background of covid-19, the application of short format video has received unprecedented attention and influence. At present, short videos have gone beyond “watching” and added links with user experience, user psychology, consumer behavior and other factors. This paper attempts to analyze the development status of China's short video industry from the perspective of user experience and user psychology, and study the types of short video under different operating conditions, the differences of user experience and user psychology, and the changes of interactive thinking., Especially in the aspect of emotional behavior, it puts forward effective design strategies for the application industry.

Research Objects and Methods
This study compares and analyzes the visual interface, gesture operation and interaction mode of typical short video applications (taking Tiktok, Kwai and wechat account as examples) from three aspects: interface visual perception, interactive behavior perception and psychological experience. Through the comparative study of three short video application products, this paper analyzes the similarities and differences, advantages and disadvantages of Tiktok, fast and wechat channel functions, and summarizes the user experience and interaction design strategies of these short video applications. The questionnaire data collected 234 short video users through the online questionnaire in January 2022. The content is the questionnaire survey of “current situation of short video application”, which mainly analyzes the zero order correlation and covariance analysis between psychological duration. Personal users accept short format video and user experience problems. The use of emotional micro behavior in various countries and regions was investigated by questionnaire. The gross John Emotion Regulation Questionnaire (ERQ), a measurement tool of this study, has 10 items, which are divided into two factors: cognitive reappraisal and expression inhibition. Each item is scored with 7 points (1 = very non-conforming; 2 = relatively non-conforming; 3 = slightly non-conforming; 4 = uncertain; 5 = slightly conforming; 6 = relatively conforming; 7 = very conforming). The higher the score, the higher the tendency.

Results
Through the comparative study of three short video application products and user questionnaire survey results, it is concluded that there are differences in user experience attention, short video duration and psychological demand motivation among different ages. Compared with ordinary users, older users have a shorter time span to buy videos. They found that they spend more time on live video formats than ordinary users.

Conclusion
Short video application should fully integrate user experience, user psychology and interaction mode, with the goal of improving interaction experience, interface diversification and personalized design. Meet the needs of different groups of users, optimize the user experience, tap the potential needs of users, increase user stickiness, and enhance the value and competitiveness of short video applications.

Acknowledgements
Funded by College of Chinese & ASEAN Arts, Chengdu University, the major scientific research achievements.