Analysis reveals demand motivation influences engagement with online video platforms in college students, suggesting optimization strategies.
The motivation of college students to engage with online video platforms has received widespread attention, and upon closer examination, the demand for online video platforms is also increasing. However, there are still shortcomings in content creation and recommendation on online video platforms. This article analyzes the impact of college students’ demand for motivation on their willingness to engage with online video platforms. The article concludes that the intensity of college students’ entertainment and leisure demand motivation, emotional experience demand motivation, social demand motivation, self-improvement demand motivation, information acquisition demand motivation, and attention to celebrities/rankings motivation are significantly positively correlated with their degree of engagement with online video platforms. Based on this, this article proposes the following suggestions: online video platforms can be optimized through content diversification, social function enhancement, and personalized recommendations. Create video content that integrates multiple needs, enhances social interaction, and improves the efficiency of users discovering interesting content.
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Cai et al. (2025) studied this question.
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