沉浸理论视域下短视频知识采纳意愿的形成机制研究——基于“挑战—技能平衡”特征的对比分析  

The Underlying Mechanism of Knowledge Adoption Intention of Short-Form Videos Concerning the Challenge-Skill Balance Feature in the Vision of Flow Theory

作　　者：王彦妍 张磊[2,3,4] WANG Yanyan;ZHANG Lei(School of Information Resource Management,Renmin University of China,Beijing,100872;P.E.Department,Renmin University of China,Beijing,100872;Research Center for Humanistic Beijing,Remin University of China,Beijing,100872;Research Center for Digital Humanities,Remin University of China,Beijing,100872)

机构地区：[1]中国人民大学信息资源管理学院,北京100872 [2]中国人民大学体育部,北京100872 [3]中国人民大学人文北京研究基地,北京100872 [4]中国人民大学数字人文研究院,北京100872

出　　处：《图书情报知识》2024年第1期12-24,共13页Documentation,Information & Knowledge

基　　金：国家社会科学基金青年项目“媒体融合环境下用户健康信息搜索行为模式研究”(20CTQ023)的成果之一。

摘　　要：[目的/意义]知识类短视频是当前信息用户广泛使用的信息资源。本文旨在从沉浸体验视角探索用户在观看知识类短视频时的采纳意愿形成机制。[研究设计/方法]以沉浸理论和信息采纳模型为基础,采用对照实验、问卷调查法收集数据,通过PLS-SEM模型分析知识采纳行为的形成机制。[结论/发现]沉浸体验对感知有用性和知识采纳意愿具有积极影响,并负向调节视频质量对感知有用性的正向影响、正向调节感知有用性对知识采纳意愿的正向影响。用户在高技能、高沉浸状态下,知识采纳同时受感觉体验和知识内容路径影响;在高挑战状态下,只受知识内容路径影响。[创新/价值]将沉浸理论引入知识采纳研究,提出了短视频知识采纳意愿形成模型,发现了沉浸体验、知识采纳和图像认知之间的复杂关联。[Purpose/Significance]Knowledge-based short-form videos have been widely used by the general public.This study aims to explore the mechanism of knowledge adoption intention of short-form videos in the vision of flow theory.[Design/Methodology]Based on flow theory and Information Adoption Model,this study designed controlled experiments,collected data via questionnaire,and explored the mechanism of knowledge adoption intention by PLS-SEM.[Findings/Conclusion]The flow experience positively influences the perceived usefulness and knowledge adoption intention directly,negatively moderates the positive influence of video quality on perceived usefulness,and positively moderates the positive influence of perceived usefulness on knowledge adoption intention.In the high skill state and high flow state,users'knowledge adoption intention is influenced by both the information content path and the flow experience path and in the high challenge state,it is only influenced by the information content path.[Originality/Value]This study applies flow theory to the study on users'knowledge adoption intention when watching short-form videos,and proposes a short-form video knowledge adoption intention generation model.Also,the complex relationships between the flow experience,knowledge adoption and image cognition are discovered in this study.

关 键 词：知识采纳 知识类视频 短视频 沉浸理论 “挑战—技能平衡” 

分 类 号：G252[文化科学—图书馆学]