短视频应用的特性对用户参与行为的影响:心理参与的中介作用

The Impact of Short-Video Application Characteristics on User Engagement Behavior: The Mediating Role of Psychological Engagement

【目的】越来越多的人使用短视频APP观看短视频和参与短视频的制作和分享。然而,鲜有文献探究短视频应用用户参与行为的驱动因素。因此,研究从平台的视角,基于刺激-有机体-反应(SOR)模型,以使用用户为研究对象,探究短视频应用的享乐属性和社交属性对用户参与行为的影响及作用机制。【方法/过程】研究通过问卷调查法,收集有效数据245份。【结果/结论】实证结果表明短视频APP的娱乐性、原创性、个性化和社交化皆显著正向影响用户的心理参与,娱乐性、原创性、个性化通过心理参与显著影响用户参与行为,亚文化直接显著影响用户参与行为。

【Purpose/significance】More and more people use short-video apps to watch short videos that others posted,and engage in making and sharing short videos that they think is interested.However,few researches have explored the factors of user engagement behavior in short-video application.Therefore,from the perspective of the platform,the study intend to explore the impacts of the hedonic and social attributes of short-video applications on user engagement behavior and its underlying mechanism based on stimulus-organism-response(SOR)model and the users are taken as it’s research object.【Method/process】In the study,245 valid data were collected by questionnaire survey.【Result/conclusion】The empirical results show that the entertainment,originality,personalization and socialization of short-video APP significantly affect the psychological engagement of users.Entertainment,originality and personalization significantly influence user engagement behavior through psychological engagement,and sub-culture directly and significantly affects user engagement behavior.