摘要：

【目的】 探究科技期刊在B站平台的知识传播效果影响因素，提出促进科技期刊在短视频平台优化知识传播内容的对策和建议。【方法】 在“启发-系统式”模型的分析框架下，将B站平台上419个科技期刊视频的传播效果进行量化，并采用方差分析和回归分析探究影响因素。【结果】 发布者特征（账号权威性、账号名称、评论区互动）、推送特征（标签数量、发布时段）、内容特征（视频内容、视频类别、视频时长、讲解人物、呈现方式）均会对传播效果产生影响，其中内容特征对传播效果的影响尤为突出。【结论】 为了在社交媒体环境中有效传播科学知识，知识生产者应构建积极的科学家形象，深入理解并利用社交媒体平台的传播逻辑，以提升知识产品的传播效率和影响。此外，还应注重在内容转化过程中采用适合大众理解的显性化表达方式。

关键词: 科技期刊, 短视频平台, 启发-系统式模型, 知识传播, B站

Abstract:

[Purposes] This paper aims to explore the factors influencing the knowledge dissemination effect of scientific journals on Bilibili and propose strategies and suggestions to promote the optimization of knowledge dissemination content of scientific journals on short video platforms. [Methods] Using the heuristic–systematic model analysis framework, we quantified the dissemination effects of 419 scientific journal videos on Bilibili in detail and employed analysis of variance and regression analysis to investigate influencing factors. [Findings] Features of the publisher (account authority, account name, interaction in the comment section), feed features (number of tags, publishing period), and content features (video content, video category, video duration, commentator, presentation method) all have an influence on the dissemination effect, with content features having particularly significant influence. [Conclusions] Knowledge creators should cultivate a positive scientist image and deeply comprehend and utilize the communication logic of social media platforms to improve the dissemination efficiency and influence of knowledge products, thus effectively disseminating scientific knowledge in social media environments. In addition, knowledge creators should also employ explicit expressions conducive to public comprehension in the process of content transformation.

Key words: Scientific journal, Short video platform, Heuristic–systematic model, Knowledge dissemination, Bilibili