科普微视频传播路径与受众行为研究——以利用Google Analytics 对“美丽化学”网站的分析为例

A Research on Transmission Paths and Audience Behaviors of SciencePopularization Micro-videos：A Case Study of Using Google Analyticsto Evaluate“Beautiful Chemistry ” Website

中文关键词: 美丽化学 Google Analytics 科普微视频 定量研究

英文关键词: Beautiful Chemistry  Google Analytics  science popularization micro-videos  quantitative study

中文摘要:

      本文将Google Analytics 数据统计分析工具引入到科普微视频的研究当中，并介绍了其使用方法。运 用Google Analytics 网站分析方法，全方位分析了“美丽化学”网站的受众群体、流量来源及网页内容，结合 Alexa 等数据结果，定量分析了“美丽化学”科普微视频的传播路径与受众行为，发现了科学与艺术结合的科 普微视频具有传播路径多、传播深度广等特点，拓宽了科普微视频的传播渠道。针对“美丽化学”科普微视 频所提供内容的传播效果，发现显微摄影技术为科普微视频的有效传播提供了新的表现形式。

英文摘要:

      This paper introduces the Google Analytics statistical analysis tools into the research of science popularization micro-videos and illustrates how to use it. Using Google Analytics web analytics，the paper comprehensively analyzed the audiences，traffic sources and webpage content of the“Beautiful Chemistry ”website. Based on the data of Alexa，the paper quantitatively analyzed the transmission paths and audience behaviors of the science popularization micro-videos of “Beautiful 107 Chemistry ”. It was found that those with a mixture of science and art had more transmission paths and deeper communication，broadening the communication channels of science popularization micro-videos. According to the communication effects of the content，it was revealed that the micro-photography provided a new expression for the effective communication of science popularization micro-videos.