短视频信息偶遇影响因素及行为过程研究

The Study of the Influencing Factors and Behavior Process of Short Video Information Encountering

针对用户在短视频浏览过程中出现的信息偶遇现象,以“90后”青年一代为例,通过半结构化访谈,运用扎根理论的研究方法,经过三级编码,围绕短视频信息偶遇影响因素和行为过程两方面进行探讨。在影响因素方面,短视频信息偶遇影响因素可以分为用户因素、平台因素、环境因素3个维度,在短视频浏览过程中会经过信息偶遇前、中、后3个阶段,用户对于积极的信息偶遇和消极的信息偶遇会有不同的行为结果。本文通过探讨短视频信息偶遇影响因素和行为过程,进一步理解社交媒体环境下的信息偶遇,并为短视频平台信息服务提供参考。

In view of the information encounter phenomenon in the process of short video browsing,this paper takes the young generation of“post-90s”as an example,through semi-structured interviews,using grounded theory research methods,and through three-level coding,discusses the influencing factors and behavior process of short video information encounter.In terms of influencing factors,the factors of short video information encounter can be divided into three dimensions:user factor,platform factor and environment factor.At the same time,during the process of short video browsing,users experience three stages:before,during and after information encounter.Users will have different behavior results for positive information encounter and negative information encounter.By discussing the influencing factors and behavioral process of short video information encounter,this paper further understands information encounter in social media environment,and provides reference for short video platform information services.