基于SEM的短视频乱象发展影响因素研究
首发时间:2019-06-05
摘要:[目的/意义]短视频内容娱乐化显著等问题日益严重,通过梳理和分析短视频乱象发展的影响因素,以期树立网络文化传播的正确价值观。[方法/过程]本研究基于问卷调查法统计数据,研究短视频乱象发展背后的影响因素,利用结构方程模型分析各因素对于短视频乱象发展的影响程度和各个影响因素之间的关系并为短视频平台以及受众提出有效的建议。[结果/结论]研究发现,短视频内容导向、载体平台、用户使用行为、监管行为、网红经济、商业模式等均对短视频乱象发展产生有不同程度的显著影响,其中用户使用行为对短视频乱象发展影响最为显著。通过加强用户自身素养,提升内容的内涵性以及提高平台监管力度等,以推动短视频的合理传播及未来互联网产业的健康有序发展。
关键词: 短视频 乱象发展 结构方程模型(SEM) 影响因素
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The influence factors of short video chaos development based on SEM
Abstract:[Purpose/Significance] Problems such as the prominent entertainment of short video content are becoming more and more serious. By sorting out and analyzing the factors influencing the chaotic development of short video, the correct values of network cultural communication can be established. [Method/Process] Based on the statistical data of questionnaire survey, this study studied the influencing factors behind the chaotic development of short video, and used the structural equation model to analyze the influence degree of each factor on the chaotic development of short video and the relationship between each influencing factor, and put forward effective Suggestions for the short video platform and the audience. [Result/Conclusion] The study found that content orientation, carrier platform, user use behavior, regulatory behavior, web celebrity economy, business model, etc. of short video all have different degrees of significant influence on the chaotic development of short video, among which the user use behavior has the most significant influence on the chaotic development of short video. In order to promote the reasonable communication of short video in the future and the healthy and orderly development of the Internet industry, it is necessary to strengthen the users' literacy, enhance the content connotation and enhance the platform supervision.
Keywords: Short video Chaotic development Structural equation model (SEM) Influence factors
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基于SEM的短视频乱象发展影响因素研究
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