Influencing Factors of User Satisfaction of Short Video Social Media on Douyin Platform

The study proposed to determine the factors influencing user satisfaction with short video social media on the Douyin platform. The objectives of this study were: (1) Explore the satisfaction of current short video social media users. (2) Determine the degree of influence of three independent variable factors on the satisfaction of Douyin short video social media users (perceived quality, expected confirmation, and perceived value). (3) Use the study results to make recommendations to help Douyin optimize the existence of problems and thus improve users' satisfaction with Douyin's short videos. The collected questionnaires were identified, filtered, and classified, and the results obtained were analyzed and summarized. The study results show there are many factors that image users' satisfaction with Douyin short video social media, among which perceived quality does not influence this; expected confirmation and perceived value are important influencing factors. Therefore, it is necessary to strengthen the advantages of the platform from both short video content and users' perspectives