Behavior Analysis of User Interaction on Online Short Video Platform

Abstract

Online short video platform (OSVP) can disseminate information in an intuitive and three-dimensional (3D) way, and achieve commercial value in a mobile, socialized, life-oriented manner. To fully understand the information dissemination mode of short videos, it is of practical significance to explore user behaviors and their interactive relationship. Therefore, this paper carries out a behavior analysis on user interaction on OSVP. Firstly, an OSVP user interaction model was established based on three aspects: activity, attention, and interactivity. Next, user preference for short videos was examined through cluster analysis and evaluation. Finally, the authors summarized the behavior features of OSVP user interaction and investigated user interaction to decide which videos should be pushed to users. The average utility and average cost of user interaction behavior were compared, indicators of degree centrality were summarized, and the validity of the proposed algorithm was verified by experimental results.