基于“S-O-R”框架的政务短视频持续使用群体画像模型构建

Construction of a Group Portrait Model Based on the"S-O-R"Framework for the Continuous Use of Short Government Videos

[研究目的]政务短视频持续使用研究可助力政府在新媒体时代扩大政务宣传,强化正反馈管理机制,探索政务短视频持续使用用户画像的群体特征及使用行为规律,以发挥媒介优势吸纳更多用户参与使用。[研究方法]基于学习理论的刺激反应分析框架(“S-O-R”),选择扎根理论访谈数据提取接纳群体的持续使用影响因素、有机体信任、群体行为和群体属性等维度的群体画像标签。[研究结论]所构建的政务短视频持续使用群体用户画像模型,厘清了持续使用群体画像各主范畴场域内部逻辑机理,分析群体用户信任和持续使用行为,为各级政府吸纳潜在群体用户提供经验建议。

[Research purpose]Research on the continuous use of short government videos can help the government expand government propaganda in the new media era,strengthen the positive feedback management mechanism,and explore the group characteristics and usage behavior rules of the continuous use of user portraits in government short videos to give play to media advantages and attract more users to participate in the use.[Research method]Based on the stimulus response analysis framework(S-O-R)of learning theory,the grounded theory interview data is selected to extract the group portrait tags of the factors that influence the continuous use of the accepted group,the trust of the organism,the group behavior and the group attributes.[Research conclusion]The constructed short government videos continue to use the group portrait user model,clarify the internal logic mechanism of each main field of the group portrait,analyze the group user trust and continuous use behavior,and provide experience suggestions for governments at all levels to absorb potential group users.