短视频平台场景化感官服务效用形成机理及其模型构建  

Formation Mechanism and Model Construction of Scene Sensory Service Utility of Short Video Platform

作　　者：王福 闫雅苹 刘宇霞 刘俊华 韩丽萍 高化 Wang Fu;Yan Yaping;Liu Yuxia;Liu Junhua;Han Liping;Gao Hua(School of Economics and Management,Inner Mongolia University of Technology,Hohhot 010051,China;Inner Mongolia Modern Logistics and Supply Chain Management Research Center,Hohhot 010051,China;Inner Mongolia Internet Economy Research Center,Hohhot 010051,China)

机构地区：[1]内蒙古工业大学经济管理学院,内蒙古呼和浩特010051 [2]内蒙古现代物流与供应链管理研究中心,内蒙古呼和浩特010051 [3]内蒙古互联网经济研究中心,内蒙古呼和浩特010051

出　　处：《现代情报》2022年第10期27-35,共9页Journal of Modern Information

基　　金：内蒙古工业大学经济管理学院案例立项项目(项目编号:2019001);内蒙古自治区直属高校基本科研业务费项目(项目编号:JY20220316)。

摘　　要：[目的/意义]场景化要素的不断丰富以及其在短视频平台的渐进嵌入,为用户提供随时、随地服务的可能,也为短视频平台场景化服务战略实施创造了新的机遇。在此情形下,短视频平台如何基于用户不同时空的信息接受期望配置各类情境,以形成独特的感官服务效用,进而实现价值创造成为其服务模式创新的又一方向。[方法/过程]以移动互联网为基础,将场景要素嵌入短视频平台之中,对短视频平台服务模式要素的感官效用进行催化,挖掘短视频平台场景化感官效用的形成机理,提炼短视频平台场景化感官服务效用的形成路径。[结果/结论]运用多案例的研究方法,对短视频平台感官服务效用的形成过程,从场景化情境配置、用户信息接受期望以及感官服务效用3个维度进行实证,进而为短视频平台场景化感官服务模式创新提供参考。[Purpose/Significance]The continuous enrichment of scenario elements and their gradual embedding in the short video platform not only provide users with the possibility of anytime and anywhere services, but also create new opportunities for the implementation of the scenario service strategy of the short video platform.In this case, how to configure various contexts based on users’ information acceptance expectations in different time and space, so as to form a unique sensory service utility and realize value creation has become another direction of its service model innovation.[Method/Process]Based on the mobile Internet, the scenario elements were embedded into the short video platform to catalyze the sensory utility of service mode elements of the short video platform, to excavate the formation mechanism of the scenario sensory utility of the short video platform, and to refine the formation path of the scenario sensory service effect of the short video platform.[Result/Conclusion]Using the multi case research method, this paper makes an empirical study on the formation process of sensory service utility of short video platform from three dimensions: contextual configuration, user information acceptance expectation and sensory service utility, so as to provide reference for the innovation of scenario sensory service mode of short video platform.

关 键 词：短视频平台 场景化服务功能 感官服务效用 信息接受期望 

分 类 号：G203[文化科学—传播学]