Abstract: Given the uneven quality of short videos in China and the insufficient judgment ability of short video credibility of some netizens, it is of great significance to investigate the cognition and judgment of short video credibility, to improve the judgment ability of short video credibility of users. This study takes college students as the survey object,combines the methods of literature research, depth interview, and questionnaire survey to explore the influencing factors of short video credibility judgment of users, as well as the importance and correlation of each influencing factor. The results show that the influencing factors of short video credibility judgment of users include four dimensions: source credibility, content credibility, media credibility, and external verification,and it is found that there is no significant correlation between the four dimensions. The research will provide theoretical support for the research on new media credibility, and provide method reference for users to judge the credibility of short videos.

Key words: Short video, Credibility cognition, Credibility judgment, Influence factor, Online user; Behavior analysis