科普互动视频信息传播效果影响因素的实证研究 ——以B 站为例

Empirical Research on Influencing Factors of Communication Effectof Science Popularization Interactive Videos：Taking Bilibili as anExample

中文关键词: 科普 互动视频 传播效果 沉浸体验

英文关键词: science popularization  interactive video  communication effect  immersive experience

中文摘要:

      互动视频作为媒介技术的新产物，兼具信息传递和知识互动功能，是科学知识传播的优良载体。基 于B 站的325 条科普互动视频样本，借助启发式- 系统式模型构建科普互动视频传播效果的影响因素模型， 运用SPSS 软件对模型进行检验和实证分析。研究发现，科普互动视频的传播效果整体差异较大；启发式线索 是影响传播效果的重要因素，用户对于视频的第一印象很大程度上决定了视频的传播效果；知识获取成本较 低、易于理解的科普内容具有更好的传播效果；成就型交互动机是影响传播效果的关键因素；恰当的互动频 次能够有效地优化科普知识的传播效果；创作者的“粉丝”量和视频交互动机对传播效果具有交互影响作用。 该研究结论能够为新媒体环境下科普视频的创新提供思路，助力知识普惠的发展。

英文摘要:

      As a new product of media technology，interactive video has the functions of both information transmission and knowledge interaction and is an excellent carrier of scientific knowledge dissemination. Based on 325 samples of interactive science videos collected from Bilibili，the influencing factor model of science popularization interactive video communication effect is constructed based on the Heuristic-Systematic Mode of Information Processing. The model is tested and empirically analyzed by SPSS software. It is found that the overall communication effect of interactive science video is quite different; the Heuristic cue is an important factor affecting the communication effect. The“first impression”of users on video determines the communication effect of video to a great extent. The science content with low knowledge acquisition cost and easy to understand has better communication effect. Achievement based interactive motivation is the key factor affecting the communication effect. Appropriate interaction frequency can effectively optimize the dissemination effect of science knowledge. The number of creators’fans and video interaction motivation have an interactive effect on the communication effect. The research conclusion can provide new ideas for the innovation of science popularization videos in the new media environment and boost the development of knowledge inclusion.