User Participation Behavior of Short Video of Intangible Cultural Heritage under Social Media

Abstract

Under the background of deep integration of digital technology and traditional culture, short video has become the key carrier of intangible heritage broadcasting. This study focuses on the information needs and participation behaviors of video users, integrates the comment data from platforms such as Tik Tok and Kwai and social media interest groups, innovatively combines the theory of information ecology with S-O-R model, and explores how information ecological factors (information quality, interaction mechanism, emotional resonance, etc.), as external stimuli, can be transformed into specific participation behaviors by influencing users' cognitive and emotional input. The research shows that users' information needs are significantly diversified: 38% pay attention to cultural connotation, 35% focus on professional details, and 27% prefer national style elements, reflecting the dual pursuit of in-depth content and personalized experience. User's participation behavior has "dual attributes", which is not only interactive and social, but also has clear goal selectivity. And the retention rate of short video users with high content innovation is 2.3 times that of ordinary content, which proves users' preference for novel forms. The purpose of this study is to provide theoretical and practical reference for optimizing the short video communication strategy of non-legacy and help the non-legacy to be passed down more widely and effectively in the social media era.