基于启发式—系统式模型(HSM)的在线知识类视频传播效果研究OA北大核心CHSSCDCSSCICSTPCD
Online Knowledge Video Dissemination Effects Based on Heuristic-Systematic Model
[目的/意义]作为一个热门应用,在线知识类视频的传播效果包括传播广度、传播认同度和传播参与度等对于视频平台来说至关重要.基于信息处理的启发式—系统式模型(HSM),研究了知识类视频传播效果的影响因素.[方法/过程]研究在线爬取B站12 301条知识视频数据,从中提取出各变量的对应字段信息,采用STATA进行分析,并考察粉丝数的调节作用.[结果/结论]研究结果发现,发布者特征、标题特征、封面特征、内容主题、视频时长和标签等显著影响视频传播效果,且粉丝数起正向调节作用.因此,视频平台需要重视这些启发式和系统式因素,从而提高知识类视频传播效果,以获取竞争优势.
[Purpose/Significance]As a hot application,online knowledge video dissemination effect such as dissem-ination broadness,recognition and participation is crucial to the platforms.Based on the heuristic-systematic model in in-formation processing,this research examines the factors affecting knowledge video dissemination effect.[Method/Process]12301 knowledge video data were collected at BiliBili and the corresponding fields of each factor were extracted.Data were analyzed using STATA and the moderation effect of fans number was examined.[Result/Conclusion]The results show that host features,title features,cover features,content topic,video length and tags significantly affect the video dissemina-tion effect,and the number of fans plays a positive moderating role.Thus,the video platforms need to be concerned with these heuristic and systematic cues in order to improve the dissemination effect and achieve competitive advantage.
周涛;刘佳怡;邓胜利
杭州电子科技大学管理学院,浙江 杭州 310018武汉大学信息管理学院,湖北 武汉 430072
知识类视频传播效果启发式—系统式模型
knowledge videodissemination effectheuristic-systematic model
《现代情报》 2024 (008)
61-68 / 8
国家自然科学基金项目"社会交互对用户参与社会化商务行为的作用机理研究"(项目编号:71771069);国家社会科学基金项目"矛盾态度视角下社交媒体用户使用行为的演变与机理研究"(项目编号:22BTQ095).
评论