基于启发式—系统式模型(HSM)的在线知识类视频传播效果研究  

Online Knowledge Video Dissemination Effects Based on Heuristic-Systematic Model

作　　者：周涛[1] 刘佳怡 邓胜利[2] Zhou Tao;Liu Jiayi;Deng Shengli(School of Management,Hangzhou Dianzi University,Hangzhou,310018,China;School of Information Management,Wuhan University,Wuhan 430072,China)

机构地区：[1]杭州电子科技大学管理学院,浙江杭州310018 [2]武汉大学信息管理学院,湖北武汉430072

出　　处：《现代情报》2024年第8期61-68,共8页Journal of Modern Information

基　　金：国家自然科学基金项目“社会交互对用户参与社会化商务行为的作用机理研究”(项目编号:71771069);国家社会科学基金项目“矛盾态度视角下社交媒体用户使用行为的演变与机理研究”(项目编号:22BTQ095)。

摘　　要：[目的/意义]作为一个热门应用,在线知识类视频的传播效果包括传播广度、传播认同度和传播参与度等对于视频平台来说至关重要。基于信息处理的启发式—系统式模型(HSM),研究了知识类视频传播效果的影响因素。[方法/过程]研究在线爬取B站12301条知识视频数据,从中提取出各变量的对应字段信息,采用STATA进行分析,并考察粉丝数的调节作用。[结果/结论]研究结果发现,发布者特征、标题特征、封面特征、内容主题、视频时长和标签等显著影响视频传播效果,且粉丝数起正向调节作用。因此,视频平台需要重视这些启发式和系统式因素,从而提高知识类视频传播效果,以获取竞争优势。[Purpose/Significance]As a hot application,online knowledge video dissemination effect such as dissemination broadness,recognition and participation is crucial to the platforms.Based on the heuristic-systematic model in information processing,this research examines the factors affecting knowledge video dissemination effect.[Method/Process]12301 knowledge video data were collected at BiliBili and the corresponding fields of each factor were extracted.Data were analyzed using STATA and the moderation effect of fans number was examined.[Result/Conclusion]The results show that host features,title features,cover features,content topic,video length and tags significantly affect the video dissemination effect,and the number of fans plays a positive moderating role.Thus,the video platforms need to be concerned with these heuristic and systematic cues in order to improve the dissemination effect and achieve competitive advantage.

关 键 词：知识类视频 传播效果 启发式—系统式模型 

分 类 号：G252.0[文化科学—图书馆学]