疫情对视频观看和分享的影响:食品健康性的调节作用  

Impact of Pandemic on Video Viewing and Sharing:Moderator Effects of Food Healthiness

作　　者：邹鹏[1] 霍迪 杜晓梦[2] 姜明辉[1] ZOU Peng;HUO Di;DU Xiaomeng;JIANG Minghui(School of Management,Harbin Institute of Technology,Harbin 150001,China;National School of Development,Peking University,Beijing 100091,China)

机构地区：[1]哈尔滨工业大学经济与管理学院,哈尔滨150001 [2]北京大学国家发展研究院,北京100091

出　　处：《管理科学》2023年第5期113-126,共14页Journal of Management Science

基　　金：国家自然科学基金(71972060)。

摘　　要：新冠疫情给人们带来巨大的健康威胁,在健康威胁下,消费者使用新媒体的行为成为重大公共安全事件中营销科技应用研究领域的重要课题。针对传染病疫情带来的健康威胁如何影响线上娱乐消费行为这一问题,基于环境刺激下情绪管理理论视角,以饮食类视频为例,在2022年4月至6月疫情期间,采集中国近10万个视频和近3亿条媒体舆情数据,研究新冠疫情引起的视频观看和分享行为变化,以及疫情引发舆情的中介作用和视频内容所含食品健康性的调节效应,采用面板数据分析和自然实验方法验证因果关系和内在机理。研究结果表明,疫情对消费者视频播放和分享都有积极影响,疫情相关舆情在上述影响中起部分中介作用。在疫情期间,相对于健康食品视频,人们更倾向于观看非健康食品视频;相对于非健康食品视频,人们更倾向于与他人分享健康食品视频。相对于健康食品视频,疫情导致的积极舆情和消极舆情都更能增加非健康食品视频的播放量;相对于非健康食品视频,疫情导致的积极舆情更能增加健康食品视频的分享。自然实验表明,疫情和相关舆情显著影响用户的情绪、视频观看意愿以及对健康和非健康食品视频的选择。研究结果有助于认识健康威胁对视频用户行为的影响,确认了用户以缓解个体应对威胁的情绪反应为目的引发观看和分享视频的行为,同时发现了用户在健康威胁下食品类视频播放和分享行为的不同表现。这些发现有助于视频制作者在面对健康威胁时根据自身需求采取不同应对措施,同时对管理部门和媒体平台利用营销科技应对公共安全重大事件具有重要启示。The COVID-19 pandemic has become a huge threat to people's health.The consumer behaviors on social media under the health threat has became an important topic in the study of marketing technology in the global major public security incidents.The purpose of the study is to explore how the health threat brought by infectious diseases affects online entertainment consumption behavior.This study takes the short videos of food as an example from the perspective of emotional management theory under environmental stimulation.We study the changes in online video viewing and participation behavior caused by the COVID-19 pandemic.The mediating effect of public sentiment and the moderating effect of the food healthiness contained in video content.During a wave of the COVID-19 pandemic in China in 2022,nearly 100,000 videos and nearly 300 million pieces of media public sentiment data were collected.Panel data analysis and natural experiment methods were used to verify the causal relationship and internal mechanism.The study results indicate that the COVID-19 pandemic has a positive impact on consumers'online video view,sharing,and comments;It also indicate that public sentiment related to the COVID-19 pandemic occurs a partial mediating role in the above effects.During the pandemic,people preferred to watch non-healthy food videos over healthy food videos;people also preferred to share healthy food videos with others over non-healthy food videos.Compared with healthy food videos,both positive and negative public sentiment caused by the COVID-19 pandemic increased the view counts of non-healthy food videos;compared with non-healthy food videos,the positive public sentiment caused by the COVID-19 pandemic increased the times of sharing healthy food videos.Natural experiments show that the COVID-19 pandemic and related public sentiment significantly affect the audience's perception of health threats,emotions,video viewing intentions,and healthy/unhealthy food video choices.The findings contribute to understanding the impact of

关 键 词：营销科技 健康威胁 视频用户行为 新冠疫情 舆情 食品健康性 

分 类 号：F713.5[经济管理—市场营销]