摘要
“抖音5分钟,人间1小时”,近年来短视频社交平台成为用户获取信息和日常娱乐的重要途径之一,受到了学术界的广泛关注。然而,少有学者结合短视频平台特点,深入研究抖音等短视频用户对平台技术的感知和理解及其对用户心理需求和行为模式的影响,关于感知个性化和信息窄化的影响也未在抖音等短视频平台上得到验证。本文以抖音为例,借鉴刺激-机体-反应(S-O-R)模型,对用户感知个性化、信息窄化、心理抗拒对信息采纳意愿的影响进行了实证研究。结果显示,用户感知个性化会对信息窄化产生积极影响,感知个性化程度高的用户更容易陷入“信息茧房”中。其次,与以往研究不同,本研究发现用户感知个性化和信息窄化会降低用户的心理抗拒。该结果表明,短视频平台中,高水平的个性化推荐会降低用户的信息获取成本和平台使用成本,提高用户的满意度。最后,本研究发现心理抗拒在两条影响路径中均起到了部分中介的作用,表明用户对平台算法的感知会通过降低心理抗拒来提高信息采纳意愿。本研究从研究情境、研究变量及研究模型上拓宽了信息采纳意愿的研究领域。由研究结果可知,在探究用户对抖音等短视频平台的感知个性化和信息窄化时,不能完全借鉴以往结论,需单独研究。本研究为平台管理者进一步改善推荐算法提供理论支撑,也为传播界避免“劣币驱逐良币”现象产生提供了新的研究视角。
"Five minutes on TikTok,one hour on earth"!In recent years,the academia has focused a lot of attention on short-video social networks,which have become one of the most important sources of information and daily entertainment for users.Few academics,however,have examined in-depth how TikTok and other short-video viewers perceive and understand the platform technology and how this influences the users′psychological requirements and behavioral patterns.When using the TikTok platform,users′information behavior is primarily that of information adoption.However,there is currently relatively little research on how likely users are to adopt the information on platforms for short-videos,like TikTok.It is unclear whether the distinctive features of short-video sites like TikTok will have a different effect.Second,one of the key features of short-video platforms like TikTok is in the form of personalized recommendation.According to some academics,users will be less ready to adopt information if perceived customization is too strong.On the platforms for short-videos like TikTok,nevertheless,this conclusion has not been tested.It has not been investigated whether perceived personalization will affect users′psychological resistance or negative psychology.Finally,there are still some conflicts and contradictions in the current research on the impact of information narrowing,and it is necessary to further verify the impact of information narrowing.The impact of perceived personalization and information narrowing for short-videos,such as TikTok,has also not been established.To seek reasonable solutions to these issues,this study empirically examined the information adoption intention of users of short-video platforms by using TikTok as an illustration,and using the Stimulus-Organism-Response(S-O-R)model.In this study,the primary data collection method used is questionnaire surveys.The measurement of relevant variables mainly adopted the currently available relevant scales,and the Likert five-level scale was used as the measurement tool.A total of 480 questionnaires were collected,and 435 valid questionnaires were obtained after eliminating some invalid ones.Our hypotheses were essentially confirmed by analyzing the data obtained from the questionnaires.First,the findings demonstrated that perceived personalization benefits information narrowing.Contrary to other studies,this one discovered that perceived personalization lowers the psychological resistance among users and raises their intention to adopt new information.Users′perceived personalization and information adoption intention do not interact nonlinearly.In contrast to earlier studies,it was also found that information narrowing also lowers users′psychological resistance and raises their intention to adopt new information.The impacts of perceived personalization and information narrowing on information adoption intention are partially mediated by psychological resistance.By introducing a new research setting,new research variables,and new research model,this study broadened the study of information adoption intention.The findings of the study showed that it is not viable to completely depend on earlier research when examining users′perceptions of personalization on short-video platforms like TikTok and that further research is necessary.This study enriched the research field of perceptual personalization and provided some reference for other scholars to explore the perceptual personalization of users on short-video platforms such as TikTok.Besides,this study adopted the quantitative way to further verify the existence of information narrowing.As for the variable of information narrowing,this study′s findings differ from those of earlier studies,which offers a fresh theoretical foundation and new support for related research in this field.The findings of the study demonstrate that"Information Cocoons"is directly tied to user psychology as well as the algorithms used for short-video recommendations and other applications.The phenomena of"Bad money drives out good"in the communication sphere must therefore be avoided through the combined efforts of platform managers,news media and readers.In order to further strengthen recommendation algorithms and customer satisfaction,platform management should pay close attention to the findings of this study.
作者
张生太
杨阳
袁艺玮
杨洪军
张梦桃
Zhang Shengtai;Yang Yang;Yuan Yiwei;Yang Hongjun;Zhang Mengtao(School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing 100876,China)
出处
《科研管理》
CSSCI
CSCD
北大核心
2024年第4期175-184,共10页
Science Research Management
基金
国家自然科学基金项目:“移动社交网络微信的知识传播机理研究”(71571022,2015.01-2019.12)。
关键词
短视频
信息采纳意愿
信息窄化
感知个性化
心理抗拒
short-video
information adoption intention
information narrowing
perceived personalization
psychological reactance
