摘要
短视频生成是成本和收益共存的内容生成行为,为了研究大学生生成短视频的影响因素和行为,本研究基于社会交换理论,将感知收益划分为形象管理、获取粉丝、经济收益,将感知成本划分为创作成本、生成成本和风险成本构建研究模型,然后借助调查问卷收集数据,通过Smart PLS进行结构方程模型分析,研究证实了短视频社交媒体中“形象管理→获取粉丝→经济收益”的逻辑关系,说明了形象管理、获取粉丝显著正向影响大学生生成短视频,风险成本显著负向影响大学生生成短视频,而经济收益、创作成本、生成成本对短视频生成意愿的影响不显著。研究结果丰富了短视频内容生成的研究内容,对于优化短视频社交平台,提出促进大学生参与视频生成的建议具有重要意义。
Short video generation is a user content generation behavior that combines cost and benefit.In order to study the influencing factors and behaviors of college students in generating short videos,this study divides the perceived benefits into image management,fan acquisition and economic benefits,and divides the perceived costs into creation costs,publishing costs and risk costs,and then build a research model based on the social exchange theory.Data collected through questionnaires and structural equation model is analyzed through Smart PLS.The study confirms the logical relationship of image management→acquisition of fans→economic benefit in short video social media,indicating that image management and acquisition of fans have a significant positive impact on the generation of short videos,while risk cost has a significant negative impact on the generation of short videos,and economic income,creation costs and publishing costs have no significant impact on the generation intention of short videos.The research results enrich the research content of short video content generation,which is of great significance for optimizing short video social platform and putting forward suggestions to promote the participation of college students in video generation.
作者
王璇
WANG Xuan(College of Information Engineering,Fujian Business University,Fuzhou 350506,Fujian)
出处
《宝鸡文理学院学报（社会科学版）》
2024年第2期69-77,117,共10页
Journal of Baoji University of Arts and Sciences：Social Science Edition
关键词
短视频生成
大学生
社会交换理论
short video generation
college students
social exchange theory
