基于UTAUT和诱惑性细节效应的科普微视频使用模型构建

Construction of Popular Science Micro-video Usage Model Based on UTAUT and Seductive Details Effects

中文关键词: 科普微视频  UTAUT模型  诱惑性细节效应  使用意愿  结构方程模型  

英文关键词: Popular Science Micro-Video  UTAUT Model  the Seductive Detail Effect  Intention to Use  SEM

中文摘要:

      科普微视频是我国在数字化时代进行科学传播工作的重要组成部分。当前国内有关科普微视频的研究，研究内容多为现状与问题、内容与情节设计、传播效果等，研究角度绝大多数是从科普微视频自身维度出发，而从用户角度进行的研究较少。基于UTAUT模型和诱惑性细节效应，结合科普微视频自身特征，探索构建了科普微视频用户使用意愿模型，并对影响用户持续使用科普微视频意愿的影响因素进行了探讨，希望为科普微视频、数字科普资源等相关产业的发展决策提供借鉴和参考。

英文摘要:

      Popular science micro-video is an important part of our country's scientific communication work in the digital age. At present, domestic research on popular science micro-video mostly focus on the status quo and problems, content and plot design, and communication effects. Most of the research perspectives start from the dimension of popular science micro-video, and there is less research from the user perspective. Based on the UTAUT Model and the Seductive Detail Effect, combined with the characteristics of popular science micro-video, we explore and construct a model of users’ intention to use popular science micro-video, and discuss the factors that affect users’ willingness to continue using popular science micro-video.It is hoped that this research will provide reference for the development and decision-making of related industries such as popular science micro-video and digital science resources.