摘要：
【目的】 深入研究和理解科技期刊视频传播效果的影响因素，对于推动期刊媒体建设和促进科研成果广泛传播具有重要的现实意义。【方法】 从传播要素和传播过程出发，遵循受众心理变化过程对传播效果进行细化，构建科技期刊视频传播效果的影响因素识别理论框架。获取“中国科技期刊卓越行动计划”入选期刊（不包括科普期刊）在B站的传播数据，利用多元线性回归分析方法，对科技期刊视频传播效果的影响因素进行实证研究。【结果】 科技期刊B站视频传播效果的影响因素主要包括：传播主体要素，如集成主体、主办单位类型；传播渠道要素，如账号认证、更新频率；传播内容要素，如内容主题、标签数量、字幕和发布时间。【结论】 为提升科技期刊视频传播效果提出多元策略：鼓励期刊“抱团取暖”、主办单位加强资源牵引、提升账号公信力、保持适度活跃性、打造内容品牌、传达精准内容、优化推送战术。
关键词:
科技期刊,
视频传播,
影响因素,
传播效果,
B站
Abstract:
［Purposes］ This paper aims to deeply study and understand the influencing factors of the communication effect of scientific journal videos, which promote journal media development and facilitate widespread communication of scientific research achievements. ［Methods］ Starting from communication elements and processes, this paper refined the communication effect by following the process of audience psychological change, constructing a theoretical framework for identifying the influencing factors of scientific journal video communication effects. We obtained communication data from journals selected under the "Excellence Action Plan for Chinese STM Journals" (excluding popular science journals) on bilibili and conducted empirical research on the influencing factors of scientific journal video communication effects using multiple linear regression analysis. ［Findings］ The influencing factors of scientific journal video communication effects on bilibili mainly include communication subject elements, such as integrated subjects and sponsoring unit types; communication channel elements, such as account verification and update frequency; communication content elements, such as content themes, number of tags, subtitles, and release times. ［Conclusions］ Multiple strategies are proposed to enhance the communication effect of scientific journal videos: encouraging journals to collaborate, strengthening resource traction by sponsoring units, improving account credibility, maintaining moderate levels of activity, building content brands, delivering precise content, and optimizing distribution tactics.
Key words:
Scientific journal,
Video communication,
Influencing factor,
Communication effect,
bilibili
张颖, 唐果媛, 丁良萍, 解贺嘉, 周楠, 王微. 科技期刊B站视频传播效果的影响因素实证研究[J]. 中国科技期刊研究, 2024, 35(8): 1125-1133.
ZHANG Ying, TANG Guoyuan, DING Liangping, XIE Hejia, ZHOU Nan, WANG Wei. Empirical study on influencing factors of communication effect of scientific journal video on bilibili[J]. Chinese Journal of Scientific and Technical Periodicals, 2024, 35(8): 1125-1133.