Analysis of the Implications of the Quality of Videos on Forming Behavioural Intentions of Users: Research on Northeastern China’s Folk Cultural Videos

Abstract

This research project analyses the implications of video quality on the behaviour of users in the context of northeastern Chinese folk cultural videos. The study aimed to assess the video quality of northeastern Chinese folk cultural videos. The content analysis method has been utilised to collect data from different sources. Also, the generated information was analysed using thematic analysis. Around five northeastern Chinese videos on traditional folk culture have been selected as samples. The findings indicate that video quality fosters users’ engagement and enhances their behaviour towards cultural videos. The researcher acknowledged the possible limitations of the research that occurred due to the selection of a limited sample and only qualitative research methods. The research has the scope to be used as a foundation for further investigation into northeastern Chinese folk cultural videos.