融合用户偏好与内容特征的短视频传播效果评价研究

Research on the Evaluation of Short Video Communication Effect Based on User Preference and Content Characteristics

[目的/意义]构建短视频传播效果评价模型,为后续短视频传播效果的实证评价研究提供理论基础。[方法/过程]依据全信息情感理论和超级IP理论,从多维角度分析用户偏好与内容特征,结合文献综述和德尔菲法分析总结影响短视频传播效果的因素,并利用模糊集理论-DEMATEL模型对二级指标进行关键影响因素的筛选,构建传播效果评价模型和评价指标体系。[结果/结论]确定11项短视频传播效果的关键影响因素,其中官方认证这一因素最为关键,由此构建的短视频传播效果评价模型和评价指标体系为短视频传播效果研究提供一定程度的决策支持。

[Purpose/significance]This paper constructs an evaluation model of short video transmission effect,and provides a theoretical basis for subsequent empirical evaluation of short video communication effect.[Method/process]This paper analyzed users from a multi-dimensional perspective,took short-video user-generated content as the starting point,extend to user preferences based on comprehensive information emotional theory,and integrated with content features based on super IP theory.It used literature review and Delphi analysis to summarize the factors affecting short-term frequency communication effect,and used fuzzy set theory DEMATEL model to screen the key influencing factors of the secondary indicators,and a communication effect evaluation model and evaluation index system were constructed.[Result/conclusion]Eleven key influencing factors of short video communication effect were determined,of which the official certification was the most critical factor,the short video communication effect evaluation model and evaluation index system thus constructed provided a certain degree of decision support for the research of short video propagation effects.