Abstract: 【Purpose/significance】Mining the dynamic mechanism of College Students' willingness to actively publish mobile short vid?
eo is helpful to stimulate their creative desire and expand the participation of users.【Method/process】Based on system dynamics and technology acceptance model,this paper establishes a research model on the dynamic mechanism of College Students' willingness to actively publish mobile short video.The hypotheses are tested by spss.22 and amos.26 through questionnaire survey.【Result/conclu? sion】The study found that perceived usefulness,attitude to use,participation,social identity,platform agenda setting and other factors have a significant positive impact on College Students' willingness to actively publish mobile short video,but perceived ease of use has no significant effect on it.【Innovation/limitation】In this paper,system dynamics and structural equation are combined to innovate a new research method of short mobile video publishing intention.According to the changing new characteristics of mobile short video, this paper studies the combination of communication theory and management theory,which provides new ideas for the follow-up re? search of other publishing intention.