网络嵌入视角下B 站科普视频扩散的 影响因素研究

Research on the Influencing Factors of Science Popularization VideosDiffusion of Bilibili from the Perspective of Network Embedding

中文关键词: 科普视频 持续扩散 网络嵌入 信息接受

英文关键词: science popularization videos  continuous diffusion  network embedding  information acceptance

中文摘要:

      在突发公共卫生事件中，科普视频的传播扩散有助于提升公众理性认知，减少社会恐慌情绪，目前 鲜有文献对知识导向的科普视频扩散开展研究。基于信息接受理论与网络嵌入理论，采用数据定向采集方法， 以Bilibili 网站上2020 年1 月20 日至3 月1 日上线的新冠肺炎科普视频为研究对象，从创建者网络入度、视 频播放量和视频分享量等方面入手，探究科普视频持续扩散的影响因素。研究发现：网络入度、网络贡献、 视频播放量和视频分享量均对创建者网络结构嵌入和网络关系嵌入有正向影响；视频创建天数、视频时长、 网络入度、网络贡献均对科普视频扩散效果有正向影响；视频播放量、分享量、创建者网络入度均对科普视 频持续播放有正向影响，视频播放量和网络入度对科普视频持续分享有正向影响。上述发现对指导视频创建 者如何提高自身作品影响力以及网络平台管理都具有一定的实践指导意义。

英文摘要:

      In the event of public health emergencies，spreading science popularization videos can help improve the public’s rational cognition and reduce social panic. However，there are few pieces of literature on the spread of knowledge-oriented science popularization videos. Based on the theory of information acceptance and the theory of network embedding，the method of directional data collection is adopted，and the new coronary pneumonia science popularization videos on the Bilibili website from January 20，2020 to March 1，2020 is used as the research object. Start with the amount of video playback and video sharing，and explore the factors influencing the continued spread of science popularization videos. The research found that: network in-degree，network contribution，video playback volume，and video sharing volume all have a positive impact on the creator’s network structure embedding and network relationship embedding；video creation days，video duration，network indegree， and network contribution all have a positive impact on science popularization videos. The diffusion effect has a positive impact；the video playback volume，sharing volume，and the creator’s network in-degree all have a positive impact on the continuous playback of science popularization videos，and the video playback volume and network in-degree have a positive impact on the continuous sharing of science popularization videos. According to the research conclusions，suggestions are put forward to improve the diffusion effect of science popularization videos.