用户与B站up主品牌共鸣影响因素研究  

Research on the Influencing Factors of Users’Resonance with Uploader Brand of Bilibili

作　　者：杨东红[1] 康金岭 徐畅[1] YANG Donghong;KANG Jinling;XU Chang(School of Economics and Management,Northeast Petroleum University,Daqing 163318,China)

机构地区：[1]东北石油大学经济管理学院,黑龙江大庆163318

出　　处：《河南科技大学学报（社会科学版）》2024年第1期76-86,共11页Journal of Henan University of Science & Technology(Social science)

基　　金：黑龙江省社科基金项目(22TJB186);大庆市哲学社会科学规划项目(DSGB2022013)。

摘　　要：以B站67位头部up主为研究对象,应用ELM理论模型,使用岭回归、Kruskal-Wallis检验、Mann-Whitney检验对用户和up主品牌共鸣的影响因素进行研究。结果表明:收藏数、投币数、视频时长、发布时间对品牌共鸣有显著影响,标题句式、合作对品牌共鸣影响不显著。标题为疑问句对品牌共鸣中的行为忠诚和主动介入维度影响较大,标题为非疑问句对社区归属感维度影响更大。up主选择合作以及在休闲时间推送视频时长设定在10-15分钟更容易和用户产生品牌共鸣的效果。影视区原创剪辑类、科技区数码测评类、资讯区时政讲解类视频以30分钟以上效果最佳。Taking 67 head uploaders of Bilibili as the research object,the ELM theoretical model is applied to study the influencing factors of users’resonance with uploaders brand by using ridge regression,Kruskal-Wallis test and Mann-Whitney test.The results show that:the number of collections,the number of coininserts,the video duration and the release time have a significant impact on brand resonance,while the title sentence pattern and cooperation have no significant impact on brand resonance.The interrogative sentence title has a greater impact on the dimensions of behavioral loyalty and active involvement in brand resonance,while the non-interrogative sentence title has a greater impact on the dimension of community belonging.Uploaders choose cooperation and push videos during leisure time,which is easier to resonate with the brand.The video duration is set at 10-15 minutes,which is easier to resonate with users.Original editing in the film and television area,digital evaluation in the science and technology area,and political explanation in the information area,with more than 30 minutes,the best effect.

关 键 词：品牌共鸣 B站up主品牌 ELM 岭回归 Kruskal-Wallis检验 

分 类 号：G206[文化科学—传播学] F273.2[经济管理—企业管理]