高校图书馆B站视频传播效果影响因素实证研究

An Empirical Study on Influencing Factors of Video Dissemination of University Library in Bilibili

[目的/意义]随着社交媒体的普及,高校图书馆越来越多地将B站作为信息传播的主要渠道之一。因此,了解视频传播效果的影响因素,对于高校图书馆提高信息传播效率,提升用户体验具有重要意义。[方法/过程]以高校图书馆的70个B站视频作为样本,采用定性比较分析的方法,基于启发—系统模型,考察内容主题、知名度、粉丝数、标题长度、内容介绍、时长、封面设计等因素的组合对高校图书馆B站视频传播效果的影响。[结果/结论]环境因素占优势的高校图书馆制作出传播效果较好的视频的概率更高;技巧因素是所有高校图书馆获得良好传播效果必须重视的因素;并且产出高质量通用学术讲座内容是提升视频传播效果的重要途径。因此,高校图书馆在运营B站账号时应注意多角度扩充原始粉丝数,提高自身知名度;注重技巧因素对不同视频传播效果的差异化影响,不断提升技巧应用水平;应发挥自身优势,产出更受欢迎的特色内容;同时提高自身互动水平,深层次发掘高校图书馆用户需求点,针对性调整运营策略。

[Purpose/Significance]With the prevalence of social media,more and more university libraries make use of Bilibili as one of the primary channels for information dissemination.Therefore,it is important to study the influencing factors of video dissemination of university libraries to improve information dissemination efficiency and enhance user experience.[Method/Process]This study took 70 videos of university libraries on Bilibili as samples,employed a qualitative comparative analysis method,and based on the heuristic-systematic model,investigated a series of factors such as content theme,popularity,number of followers,title length,content description,duration,cover design,and others on video dissemination of university library in Bilibili.[Result/Conclusion]The university libraries with advantage of environmental factors have a higher probability of producing videos with better dissemination.Technical factors are essential for all university libraries.Moreover,producing high-quality general academic lecture is a crucial way to enhance video dissemination.Therefore,university libraries should pay attention to expand their original fans’numbers from multiple angles for higher visibility,continuously improve their technical skills on the dissemination effect of different videos,create more popular and unique content with their own advantages,and adjust targeted operational strategies on the exploration of users’needs in active interaction.