网络嵌入视角下B站科普视频扩散的影响因素研究  

Research on the Influencing Factors of Science Popularization Videos Diffusion of Bilibili from the Perspective of Network Embedding

作　　者：李根强 于博祥 邵鹏 张祺瑞 Li Genqiang;Yu Boxiang;Shao Peng;Zhang Qirui(School of Management,Xinxiang Medical College,Xinxiang 453003;School of Management,Xi’an Polytechnic University,Xi’an 710048;School of Management,Ningbo University,Ningbo 315211)

机构地区：[1]新乡医学院管理学院,新乡453003 [2]西安工程大学管理学院,西安710048 [3]宁波大学管理学院,宁波315211

出　　处：《科普研究》2022年第3期16-25,105,106,共12页Studies on Science Popularization

基　　金：河南省哲学社会科学规划项目“后疫情时代员工韧性的塑造机制与提升策略研究”(2021BSH014);河南省软科学研究计划项目“疫情冲击下医疗机构员工韧性的塑造机制与提升路径研究”(222400410114);河南省高等教育学会高等教育研究项目“智慧教育时代高校管理学专业虚拟仿真‘金课’资源建设路径研究”(2021SXHLX071);河南省教育科学规划重点课题“VR驱动下的医学教育供给侧改革与创新研究”(2020JKZDJ012)。

摘　　要：在突发公共卫生事件中,科普视频的传播扩散有助于提升公众理性认知,减少社会恐慌情绪,目前鲜有文献对知识导向的科普视频扩散开展研究。基于信息接受理论与网络嵌入理论,采用数据定向采集方法,以Bilibili网站上2020年1月20日至3月1日上线的新冠肺炎科普视频为研究对象,从创建者网络入度、视频播放量和视频分享量等方面入手,探究科普视频持续扩散的影响因素。研究发现:网络入度、网络贡献、视频播放量和视频分享量均对创建者网络结构嵌入和网络关系嵌入有正向影响;视频创建天数、视频时长、网络入度、网络贡献均对科普视频扩散效果有正向影响;视频播放量、分享量、创建者网络入度均对科普视频持续播放有正向影响,视频播放量和网络入度对科普视频持续分享有正向影响。上述发现对指导视频创建者如何提高自身作品影响力以及网络平台管理都具有一定的实践指导意义。In the event of public health emergencies,spreading science popularization videos can help improve the public’s rational cognition and reduce social panic. However,there are few pieces of literature on the spread of knowledge-oriented science popularization videos. Based on the theory of information acceptance and the theory of network embedding,the method of directional data collection is adopted,and the new coronary pneumonia science popularization videos on the Bilibili website from January 20,2020 to March 1,2020 is used as the research object. Start with the amount of video playback and video sharing,and explore the factors influencing the continued spread of science popularization videos. The research found that: network in-degree,network contribution,video playback volume,and video sharing volume all have a positive impact on the creator’s network structure embedding and network relationship embedding;video creation days,video duration,network in-degree,and network contribution all have a positive impact on science popularization videos. The diffusion effect has a positive impact;the video playback volume,sharing volume,and the creator’s network in-degree all have a positive impact on the continuous playback of science popularization videos,and the video playback volume and network in-degree have a positive impact on the continuous sharing of science popularization videos. According to the research conclusions,suggestions are put forward to improve the diffusion effect of science popularization videos.

关 键 词：科普视频 持续扩散 网络嵌入 信息接受 

分 类 号：N4[自然科学总论] G206.2[文化科学—传播学]