短视频消费体验的复杂感受及其影响因素

Complex Experience and Influencing Factors of Short Video Consumption

文化娱乐产业是体验经济的典型,因而有必要关注当下十分活跃的短视频究竟带来了怎样的消费体验。研究以"抖音"产品的流行内容为例,采用用户深度访谈和图像自述的方法揭示用户对短视频所持的复杂感受及其影响因素,进而对数字时代的消费体验内涵予以充实。研究发现:短视频的"有趣、愉悦、新奇、沉浸"构成了新的数字体验框架;影响消费体验的因素主要有参与动机、个体品味和反馈力度;短视频既带来了美好感,也带来了过度感,其"海量、碎片化和浅层阅读"再次成为值得警惕的风险;作为一种文化现象,短视频的规模生产与传播导致"视频表达"成为一种风尚,它在悄然改变当代人的精神气质,这种影响具有重要的社会学意涵。

Culture and entertainment industry is a typical example of experience economy.It is time to pay attention to what kind of consumption experience the short video brings.This study adopts user′s deep interview and image description to reveal the complex feelings and influencing factors of Tiktok′s popular content,trying to enrich the connotation of consumer experience in the digital age.This study finds that the short video′s interesting,joyful,novel and immersive nature constitutes a new digital experience framework;the main factors influencing consumption experience are participation motivation,individual taste and"feedback";short video brings not only pleasure feeling,but also redundancy,and its"massive,fragmented and shallow expression"has become a risk worthy of vigilance.As a cultural phenomenon,the dissemination of short video has made"video expression"a fashion,which is quietly changing the spiritual temperament of contemporary mass,revealing important sociological significance.