认知行为视角下健康短视频用户参与路径分析  

Analysis on the Participation Path of Healthy Short Video Users from the Perspective of Cognitive Behavior

作　　者：李倩[1] LI Qian

机构地区：[1]新疆财经大学信息管理学院,新疆乌鲁木齐830012

出　　处：《图书情报导刊》2025年第2期73-79,共7页Journal of Library and Information Science

摘　　要：聚焦于健康短视频领域,从用户认知与行为反馈的双重视角出发,剖析用户参与过程中认知与行为协调发展的现状及其影响因素,旨在揭示提升健康短视频领域用户参与的路径。构建SOR-CAPS模型,采集哔哩哔哩平台视频弹幕作为数据源,结合大模型测量用户认知与反馈行为指标,通过认知行为耦合协调度分析来解析用户参与提升路径。研究结果显示:热门健康短视频中,过半视频展现出认知与行为的良性耦合状态。点赞行为是影响耦合协调度的必要条件。情感驱动型、社交驱动型及融合社交与情感的双重驱动型3种策略性视频创作路径,有助于提升认知与行为的耦合协调度,促进用户参与行为。Focusing on the domain of health short videos,proceeding from the dual perspectives of user cognition and behavioral feedback,this study dissects the current situation of coordinated development of cognition and behavior during the user participation process and its influencing factors,with the aim of uncovering the paths to enhance user participation in the field of health short videos. The research constructs the SOR-CAPS model,collects the video bulletins on Bilibili as the data source,combines large models to measure user cognition and feedback behavioral indicators,and parses the enhancement paths of user participation through the analysis of the coupling coordination degree of cognition and behavior. The research findings indicate that among popular health short videos,over half of the videos demonstrate a benign coupling state of cognition and behavior. The act of giving likes is a necessary condition for the coupling coordination degree. Among them,the three strategic video creation paths,namely the emotion-driven type,the social-driven type,and the dual-driven type integrating social and emotional elements,contribute to enhancing the coupling coordination degree of cognition and behavior and facilitating user participation behaviors.

关 键 词：用户参与 SOR模型 健康短视频 

分 类 号：G206[文化科学—传播学]