视频UGC流行度影响因素研究——基于Bilibili网站数据  

Research on the Factors Affecting the Popularity of Video UGC:Based on the Data of Bilibili

作　　者：李良强 廖觅燕 刘璐 杨亮 方佳明[2] LI Liang-qiang;LIAO Mi-yan;LIU Lu;YANG Liang;FANG Jia-ming(Sichuan Agricultural University,Chengdu 611830 China;University of Electronic Science and Technology of China,Chengdu 611731 China)

机构地区：[1]四川农业大学商学院,成都611830 [2]电子科技大学经济与管理学院,成都611731

出　　处：《电子科技大学学报（社科版）》2022年第1期42-51,共10页Journal of University of Electronic Science and Technology of China(Social Sciences Edition)

基　　金：国家自然科学基金资助项目(71571029)。

摘　　要：【目的/意义】Web 2.0环境下,短视频UGC新形式的Vlog有效促进了用户间的交流互动及平台的活跃。目前针对Vlog的研究集中于讨论Vlog的分享动机及传播后的影响,但在海量信息传播的社交平台,并非所有的Vlog都有显著的传播效果,但现有文献鲜有关注Vlog流行度的影响因素。【设计/方法】聚焦Vlog的视频特征(视频时长、视频质量以及弹幕数量)与发布者特征(专业性、个人声誉以及个人等级),提出了基于信号理论的研究模型。通过爬取Bilibili平台的18 431条Vlog有效数据,采用实证分析方法对模型进行了验证。【结论/发现】视频时长对Vlog流行度产生负向影响,视频质量、弹幕数量、专业性以及个人声誉具有显著的正向影响,而个人等级对Vlog流行度正向影响的假设不成立。该分析结果丰富了已有关于Vlog流行度的研究,并为个人及平台提升Vlog传播效果提出了相关的对策建议。[Purpose/Significance] Under Web 2.0,Vlog,a new form of short video UGC,has developed rapidly with authenticity and diversity,effectively promoting the social interaction between users and the activity of the platform.Previous studies on Vlogs discuss Vlog sharing motivation and the impact of post-dissemination.However,not all Vlogs have significant dissemination effects on social platforms for mass information dissemination,few studies focus on the influencing factors of Vlog popularity.[Design/Methodology] This paper focuses on Vlog’s video characteristics(video duration,video quality,bullet screen screar number) and Vloggers’ characteristics(expertise,personal reputation,and personal level),and proposes a research model based on signal theory.18 431 Vlog data was crawled from the Bilibili,and the model was examined by empirical analysis.[Conclusions/Findings] The results reveal that video duration has a negative effect on Vlog popularity,video quality,bullet screen screar number,expertise,and personal reputation have a significant positive effect,while the hypothesis that the personal level has a positive effect on Vlog popularity is not supported.The paper enriches the current studies on Vlog popularity,and provides relevant suggestions for individuals and platforms to improve the effect of Vlog dissemination.

关 键 词：视频UGC Vlog 流行度 影响因素 信号理论 

分 类 号：C939[经济管理—管理学] F272.3