新冠肺炎疫情下公众数字化贡献行为研究——以短视频社交平台为例

Research on the Public′s Digital Contribution Behavior under the COVID-19:An Example of Short Video Social Platforms

新冠肺炎疫情在全球范围内造成了巨大的动荡和冲击,后疫情时代,人们开始反思如何利用数字韧性应对疫情及其他突发重大公共事件,其中,理解公众在数字韧性赋能中的行为变化成为重要问题。针对短视频社交平台如何赋能公众应对新冠肺炎疫情带来的外界物理环境改变,具体探究公众数字化贡献行为,即基于动机理论的内外部视角,探究新冠肺炎疫情背景下非职业内容创作者短视频贡献行为的变化情况。利用新冠肺炎疫情这一典型的外生冲击构建自然实验,运用双重差分法识别短视频平台兴趣型用户为应对新冠肺炎疫情带来的物理环境变化其内容贡献行为的变化情况,分析地区医疗水平和是否节假日的调节效应。采用平行趋势检验和安慰剂检验等验证结果的稳健性。研究结果表明,新冠肺炎疫情暴发后,非职业内容创作者的短视频贡献行为显著增强。利用动态时间效应分析发现这种增强效应呈现出显著的中期效应,但不具备短期效应和长期效应。低地区医疗水平会强化新冠肺炎疫情背景下非职业内容创作者短视频贡献行为的增强效果,而在高地区医疗水平下短视频贡献行为无显著变化;在非节假日时,非职业内容创作者的短视频贡献行为的积极增长效应更强,而在节假日时其短视频贡献行为变化并不显著。研究发现有助于理解公众利用短视频平台在疫情冲击中的自反应和自适应行为,同时对政府、组织、短视频社交平台如何利用数字韧性应对未来突发重大冲击具有重要启示。

The COVID-19 has caused tremendous turmoil and impacts on a global scale.In the post-epidemic era,people have begun to reflect on how to use digital resilience to respond to the epidemic and other emergent public events.Among them,understanding the public′s behavioral changes empowered by digital resilience has become an important issue.The public′s digital contribution behavior is specifically explored to answer how short video social platforms can empower the public to cope with the changes in the external physical environment brought about by the COVID-19 epidemic.That is,based on the intrinsic and extrinsic motivation perspective of motivation-related theories,this study explores changes in contribution behavior of non-professional content producers on the short video platform during COVID-19.Applying the COVID-19 as an exogenous event to construct a natural experiment,this study uses the difference-in-differences method to identify changes of the interest-based content contribution behavior of short video platform users for responding to the epidemic.We also use parallel trend testing,placebo testing,and other strategies to verify the robustness of our results.Finally,the moderating effects of regional medical levels and holidays are analyzed.The findings show that after the outbreak of the COVID-19,the short video contribution behavior of non-professional content producers is significantly promoted.We also employ a dynamic time analysis and find that such promotion effect presents a significant mid-term effect,but does not have short-term and long-term effects.In addition,the analyses of moderating effects of regional medical levels and holidays show that low levels of medical care reinforce the enhanced effect of short video contribution by non-professional content producers in the context of the epidemic;while at high levels of medical care,there is no significant change in public short video contribution behavior.The positive growth effect of the public′s short video contribution behavior is stronger in the non-holiday context;while the change in short video contribution behavior of non-professional content producers is not significant in the holiday context.By focusing on changes in physical environment during COVID-19,this study investigates the public′s digital contribution behavior from the perspective of intrinsic and extrinsic motivations.The findings can help understand the public′s reaction and adaptation to the emergent epidemic by being empowered by short video social platforms.Meanwhile,it also provides important enlightenments for governments,organizations,and short video social platforms on how they can exploit digital resilience to deal with sudden major shocks in the future.