短视频关键扩散因素研究

Research on Key Diffusion Factors of Short Video

[目的/意义]移动短视频已成为移动传播行业的重要组成部分,用户数量与需求不断的增多。因其沉浸式的推荐模式设计,对广大用户的信息行为习惯带来巨大的改变。经研究发现依赖用户浏览记录、搜索记录等输入场景分析视角下的传播策略虽然可以提升用户的活跃度与粘性,但是在内容、平台等多方因素影响下用户留存与转化、分享效果较差,同时也会对社会舆论导向带来不利影响。[方法/过程]本次研究采用接受视角,考虑用户、内容、平台等多方参与者,设计整合性量表,借助统计方式验证影响因素之间关系。[结果/结论]发现用户的社交期望和个性化视频内容的感知有用性是短视频扩散的关键影响因素,修正因素模型的同时对模型进行解释。[创新/局限]本研究在整合视角下将用户赋予信源和受众两种角色,但在实践过程中因技术限制,采集数据量、数据类型较为不足。

[Objective/Significance]Mobile short video has become an important part of the mobile communication industry,and the number of users and demands continue to increase.Because of its immersive recommendation model design,it has brought huge changes to the information behavior habits of users.Studies have found that although communication strategies relying on user browsing records,search records and other input scenarios analysis perspective can increase user activity and stickiness,user retention,conversion,and sharing effects are poor under the influence of content,platform,and other factors.At the same time,it will also have an adverse effect on the direction of public opinion.[Methods/Processes]This study adopts an integrated acceptance perspective,considers users,content,platforms and other participants,designs an integrated scale,and uses statistical methods to verify the relationship between influencing factors.[Results/Conclusions]It is found that users’social expectations and the perceived usefulness of personalized video content are the key influencing factors for the diffusion of short videos,and the model is explained while modifying the factor model.[Innovation/Limitations]This study assigns users to both the roles of source and audience from an integrated perspective,but in practice,due to technical limitations,the amount of data collected and the types of data are relatively insufficient.