内容策略视域下的企业号短视频用户参与行为研究  

User Engagement Behaviors of Enterprise Account Short-Form Videos from the Perspective of Content Strategies

作　　者：于灏[1] 王鼎立 白丽[1] 马妍 李雨桐 YU Hao;WANG Dingli;BAI Li;MA Yan;LI Yutong(College of Economics and Management,Shandong University of Science and Technology,Qingdao 266590,China;School of Business,Qingdao University of Technology,Qingdao 266520,China)

机构地区：[1]山东科技大学经济管理学院,山东青岛266590 [2]青岛理工大学商学院,山东青岛266520

出　　处：《情报科学》2023年第11期85-93,150,共10页Information Science

基　　金：山东省社科规划项目“面向融合媒介环境的突发事件舆情风险预测与治理研究”(20CGLJ21)。

摘　　要：【目的/意义】在激烈的网络用户注意力竞争中,短视频内容策略发挥着重要作用。从短视频内容策略出发,探究其对用户参与行为的影响,对新媒体传播与网络用户行为研究具有重要意义。【方法/过程】参照精细加工可能性模型(ELM)理论,构建了短视频用户参与行为影响因素的研究框架,从链接内容特征与用户行为的两条策略路径出发,以12694条抖音新能源车企业号短视频为样本对象,对520条特征样本采用内容策略编码分析、OLS回归分析等方法开展研究。【结果/结论】研究发现,中心策略路径下,用户参与行为主要受感官、理性以及自我三类消息策略的影响。边缘策略路径下,实拍类视频、非线性叙事、长镜头拼接以及信息交互策略均能同时激发用户多维度的参与行为;视频时长对收藏行为具有显著正向影响;拍摄视角则对用户参与行为无显著影响。【创新/局限】为新媒体信息传播、网络用户行为的研究提供了新视角下的理论启示;并针对企业短视频实际运营提供了操作性建议。【Purpose/significance】In the intense competition for user attention,effective short-form video content strategies play a crucial role.Exploring the impact of these strategies on user engagement behaviors holds significant significance for research on new media communication and online user behavior.【Method/process】Employing the elaboration likelihood model(ELM)theory as a reference,we constructed a research framework to examine the factors influencing user engagement behaviors in short-form videos.Two strategic paths were considered,focusing on the connection between content features and user behavior.We selected a sample of 12,694 short-form videos from Douyin's new energy vehicle enterprise accounts for analysis.Within this sample,we conducted research on 520 feature samples using methods such as content strategy encoding analysis and OLS regression analysis.【Result/conclusion】The findings reveal that sensory,ration,and ego message strategies significantly influence user engagement behaviors.Furthermore,real-life scene filming,non-linear narrative,long-form shot splicing,and message interaction stimulate multidimensional engagement.Video length positively affects favorite behavior,while filming perspective shows no significant impact.【Innovation/limitation】This article offers novel theoretical insights for the study of new media information dissemination and online user behavior,along with actionable recommendations for the practical operation of enterprise short-form videos.

关 键 词：内容策略 网络用户行为 短视频 抖音企业号 精细加工可能性模型 

分 类 号：G252.0[文化科学—图书馆学]