RESEARCH ON THE IMPACT MECHANISM OF SHORT VIDEO PLATFORM QUALITY ON YOUTH USERS' PARTICIPATION BEHAVIOR BASED ON SOR THEORY

Short video platforms have become an important channel for young users to obtain information, socially interact, and express themselves. The study of the impact mechanism of platform quality on user participation behavior has important theoretical and practical significance. Based on the stimulus-organism-response (SOR) theory, this paper uses a systematic literature review method to look at how short video platforms currently evaluate quality, how young users participate, and how this affects the quality of the platforms. The study found that short video platforms can be judged on four levels: content quality, system quality, interaction quality, and service quality. There are also three levels of participation behavior among young users: consumer participation, interactive participation, and creative participation. The quality of the platform as an outside stimulus (S) affects users' cognitive evaluation and emotional experience (O), which in turn affects their participation behavior (R). This study uses a review of the literature to build a theory about how the quality of a short video platform affects the participation behavior of young people. It suggests that platform quality leads to perceived value or emotional experience, which in turn leads to participation behavior. It also looks at how individual characteristics and platform characteristics can affect this process. The research results enrich the application of SOR theory in the social media environment and provide theoretical guidance for short video platforms to optimize user experience and promote user active participation.