Abstract: Based on the perspective of information ecology and the introduction of attachment theory from psychology, a model of the influencing factors of rural youth’s attachment behavior to mobile short videos under the mediating variable of psychological needs was constructed, and its mechanism was explored through empirical analysis. The results indicated that information content, information technology, and information environment factors significantly affected the attachment behavior of rural youth to mobile short videos, driving them to generate different psychological needs and promoting the development of attachment behavior. The information content was the core of rural youth’s attachment behavior to mobile short videos;information technology was the foundation for rural youth to develop attachment behavior toward mobile short videos;the information environment was a catalyst for rural youth to develop attachment behavior toward mobile short videos;the psychological needs of rural youth were the fundamental reason for their attachment to mobile short videos. Based on this, countermeasures and suggestions were proposed from three aspects： balancing the supply and demand of rural public cultural resources, reviewing video content, and promoting collaborative governance.

Key words: rural youth, mobile short videos, attachment behavior, influencing factors, information ecology