政务短视频用户信息分享行为研究——以抖音和快手平台的"青年学党史"作品合集为例
Information Sharing Behaviors of Government Short Video Users: A Case Study of the Collection of Videos of "Youth Learning Party History" on TikTok and Kuaishou Platforms
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摘要: 伴随政务短视频用户规模的急剧增长, 用户信息分享行为越来越成为学界和社会关注的焦点。深入探究用户信息分享行为的影响因素, 对于提升政务短视频的传播力具有重要意义。基于S-O-R理论模型, 结合信息系统成功理论(D&M理论)和使用与满足理论(U&G理论), 引入用户满足感作为中介变量, 构建共青团中央政务短视频用户信息分享行为的实证研究模型。通过问卷调查法采集数据, 并运用结构方程模型对假设进行检验。结果表明, 信息系统性能和用户满足感均能够促进用户的信息分享行为。其中, 用户满足感在信息系统性能对信息分享行为的作用过程中起到中介作用。因此, 在政务短视频的后续建设中要建构生态化网络环境, 推进全过程服务供给和增进互动式内容建设。Abstract: With the rapid growth of the scale of short video users, the user information sharing behavior has become the focus of academic circles and society. It is of great significance to explore the influence factors of user information sharing behavior, so as to improve the communication power of short videos. Based on the Stimulus-Organism-Response (S-O-R) model, combined with the D&M theory and the Use and Gratification (U&G)theory, an empirical research model for information sharing behaviors of the Communist Youth League government short video users is constructed. In the model, the user satisfaction is used as an intermediary variable. Data are collected through questionnaires, and the hypothesis is tested using the structural equation model. Results show that performance of the information system and the user satisfaction can promote the users' information sharing behavior. Among them, user satisfaction plays an intermediary role in the influence of information system performance on the information sharing behavior. Therefore, in the follow-up construction of government short videos, it is necessary to build an ecological network environment, promote the whole process of service supply and enhance the construction of interactive content.