主动检索科普视频时视觉元素对点击行为的影响因素研究——以B站为例

Investigating the Influence of Visual Elements on Click Behavior during Active Retrieval of Science Popularization Videos：A Case Study of Bilibili

中文关键词: B站科普视频 视觉说服 点击行为 ELM

英文关键词: Bilibili popular science videos  visual persuasion  click behavior  ELM

中文摘要:

      社交媒体的科普活动正处于多元创作和公众参与的繁荣时期，公众参与意识显著提升。在主动检索科普视频时，用户点击行为受何种视觉元素的影响值得关注。本研究采用精细化加工可能性模型（ELM）和视觉说服理论构建“视觉驱动精细化点击行为影响因素”模型，以理解公众参与在线科普的行为，增强科普视频吸引力。研究发现，核心路径中“内容形象”与视频主题相关的图像元素和“信息标记”的疑问句标题，以及边缘路径中的弹幕量、点赞量、视频时长、标题长度等“结构性注释”元素，“风格形象”的缩略图色彩、亮度都会影响用户主动检索科普视频时的点击行为，而“形式形象”的图像质量并非影响用户识别缩略图的重要因素，知名度也并未像往常一样在边缘路径对用户决策产生作用。基于研究发现，本文从视频封面、标题、互动以及内容制作四个方面提出对应建议，以期提升科普视频主动检索场景下的点击率，促进社交媒体科普发展。

英文摘要:

      Science popularization activities on social media are experiencing a period of prosperity marked by diverse creation and significant public engagement. The influence of visual elements on click behavior when actively searching for science popularization videos warrants attention. This study employs ELM and visual persuasion theory to construct a model for“Visual-Driven Elaborated Click Behavior Influencing Factors，”aiming to comprehend public engagement in online science popularization and enhance the attractiveness of science popularization videos. The findings indicate that in the centralroute，image elements related to the video’s theme termed as“content imagery，”along with interrogative sentence titles with“information marking，”significantly influence user clicks. Additionally，in the peripheralroute，elements such as bullet screen comments，likes，title length，video duration（referred to as“structural elements”），and“stylistic imagery”elements like thumbnail color and brightness also affect user click behavior during the proactive retrieval of science popularization videos. Contrary to expectations，the image quality of“formal imagery”is not a significant factor in user recognition of thumbnail elements and interestingly popularity did not have the usual significant impact on user decision-making in the Peripheralroute. Based on the findings，this paper proposes suggestions from four aspects：video thumbnail，title，interaction，and content production. These suggestions aim to enhance the click-through rate for science popularization videos in active retrieval scenarios，thus fostering the development of science popularization initiatives on social media.