Influencing factors of teenagers watching short videos of Henan traditional culture

Taking short video as the research platform, this paper discusses teenagers' willingness to watch shadow play. It is found that social influence, social expectation, pleasure expectation and effort expectation positively affect teenagers' willingness to watch short shadow play videos, among which social influence has the greatest influence on teenagers' willingness to watch short shadow play videos.

Shadow play is an ancient traditional drama in China with a history of more than 2,000 years. It is a world-class intangible cultural heritage. Due to the limitation of the media and the outdated display content, shadow play is gradually fading out of people's field of vision. Based on UTAUT model, as the two main expectations of watching shadow play, aesthetic expectation positively affects teenagers' willingness to watch short video of shadow play. However, knowledge expectation has no significant effect on teenagers' willingness to watch shadow play short films; Habit has a positive regulatory effect on the relationship between aesthetic expectation, social expectation and teenagers' willingness to watch short video of shadow play. On this basis, it is necessary to optimize the social circle, content function and communication path of short shadow play videos among teenagers.