摘要：

目的 为实现直播内容与用户需求的有效对接，推动科技期刊学术直播的提质增效。方法 以地理科研人员为研究对象，通过问卷调查与数据分析，探究其对期刊学术直播的需求特征与参与行为。结果 地理科研人员对直播的需求特征主要有：对前沿成果深度解读（78.65%）、研究方法与技能（60.67%）、论文写作与发表攻略（58.15%）等主题关注度高；对报告PPT、直播完整回放视频等直播资源的需求最高，并期望能获取直播精华内容/核心观点；加入直播学术社群的意愿较高，并将其作为直播资源、学术交流、学科会议等信息的获取途径。其直播观看行为主要特征包括：微信视频号是首选平台；偏好短而精的直播；较关注直播内容的二次传播，且在直播结束3 d内对回放视频有较高需求；会积极地通过各种方式参与互动。结论 基于用户视角的期刊学术直播优化策略有：直播主题多样化，满足用户差异化需求；保持稳定的直播平台和直播频次，搭建优质的学术交流平台；提供优质直播衍生资源，增强用户黏性；丰富直播间互动形式，提高用户参与感；组建学术直播社群，开展精细化运营。

关键词: 科技期刊, 学术直播, 用户需求, 行为特征, 直播策略, 地理科研人员

Abstract:

Purposes To achieve an effective alignment between live-stream content and user needs， and to promote the sustainable development of academic live streaming. Methods This study focuses on geoscience researchers as its research subjects. Through questionnaire surveys and data analysis， it investigates their demands for and behavioral characteristics regarding academic live streams organized by scientific journals. Findings The demands of geoscience researchers for academic live streams are mainly concentrated in three areas： high interest in live-stream topics such as in-depth interpretations of cutting-edge achievements（78.65%）， sharing of research methods and skills（60.67%）， and guides on paper writing and publication（58.15%）； the highest demand for live-stream resources like presentation slides and full replay videos， coupled with an expectation to receive summaries of the live stream' s highlights or core viewpoints； a strong willingness to join academic live-stream communities to use them as channels for obtaining related resources， engaging in academic exchange， and accessing information on disciplinary conferences. Their viewing behavior characteristics include： a preference for WeChat Channels as the primary platform； a preference for short yet insightful presentations； significant concern for the secondary dissemination of content， with high demand for replay videos within three days after the live stream； and active participation in interactions through various means. Conclusions This paper proposes optimization strategies for the operation of academic journal live streams from a user-centric perspective： diversify live-stream topics to meet differentiated user needs； maintain a stable platform and consistent streaming schedule to build a high-quality academic exchange platform； provide high-quality derivative resources to enhance user stickiness； enrich interactive formats in the live stream to increase user engagement； and establish academic live-stream communities for refined and targeted operations.

Key words: Scientific journals, Academic live streaming, User needs, Behavioral preferences, Live streaming strategy, Geoscience researchers