摘要：

目的 科技期刊学术短视频传播是科技期刊融合传播的重要手段，硕博士研究生是学术短视频的主要观看群体之一，通过调查与分析硕博研究生群体的科技期刊学术短视频观看行为动机，了解科技期刊学术短视频运营问题，为提升科技期刊学术短视频内容生产与运营提供参考。 方法 采取问卷调查法对硕博研究生群体进行调查，基于期望确认理论构建研究模型，了解硕博研究生群体的观看行为与动机，提出科技期刊学术短视频运营策略。 结果 硕博研究生的持续观看意愿源于内容满意度与期望确认水平，学术短视频信息价值能够影响用户的感知有用性与满意度，而期望确认能够驱动用户产生观看兴趣与积极态度。学术短视频信息价值通过感知有用性间接正向影响硕博研究生的持续观看意愿。 结论 科技期刊应加强学术短视频平台资源整合，学术短视频运营需关注学科热点提升信息价值，探索一键溯源提升知识服务水平，基于用户需求挖掘学术短视频盈利能力。

关键词: 硕博研究生群体, 科技期刊, 学术短视频, 学术运营, 期望确认理论, 知识服务

Abstract:

Purposes The dissemination of academic short videos by scientific journals is an important means of integrated communication for scientific journals. Master's and doctoral students are among the main groups watching academic short videos. By investigating and analyzing the motivations behind the viewing behaviors of maste’s and doctoral students towards academic short videos from scientific and technological journals， we can identify the operational issues of these academic short videos， thereby providing references for enhancing their content production and operation. Methods A questionnaire survey was conducted among master’s and doctoral students. A research model was constructed based on the expectation-confirmation theory to understand the viewing behavior and motivation of this group， and operational strategies for academic short videos of scientific journals were proposed. Findings The study found that the continuous viewing intention of master’s and doctoral students stems from content satisfaction and the level of expectation confirmation. The information value of academic short videos can affect users’ perceived usefulness and satisfaction， while expectation confirmation can drive users to develop viewing interest and positive attitudes. The information value of academic short videos indirectly and positively influences the continuous viewing intention of master’s and doctoral students through perceived usefulness. Conclusions Scientific journals should strengthen the integration of resources on academic short video platforms. The operation of academic short videos needs to focus on disciplinary hotspots to enhance information value， explore one-click traceability to improve the level of knowledge services， and explore the profitability of academic short videos based on user needs.

Key words: Master’s and doctoral student group, Scientific journals, Academic short videos, Academic operation, Expectation confirmation theory, Knowledge services