研究论文

虚拟数字人短视频传播传统文化效果的影响因素:基于抖音的实证研究

  • 甘春梅 ,
  • 明昕宇 ,
  • 闫紫琪
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  • 中山大学信息管理学院 广州 510006
甘春梅,副教授,博士,E-mail:chunmei_gan@163.com;明昕宇,硕士研究生;闫紫琪,硕士研究生。

收稿日期: 2024-11-20

  修回日期: 2025-02-13

  网络出版日期: 2025-11-20

基金资助

本文系国家社会科学基金一般项目“情感体验视角下社交网络用户的中辍行为研究”(项目编号:21BTQ064)研究成果之一。

Factors Influencing the Effectiveness of Virtual Digital Human Short Videos in Disseminating Traditional Culture: An Empirical Study Based on Douyin

  • Gan Chunmei ,
  • Ming Xinyu ,
  • Yan Ziqi
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  • School of Information Management, Sun Yat-sen University, Guangzhou 510006
Gan Chunmei, Associate Professor, PhD, E-mail: chunmei_gan@163.com; Ming Xinyu, Master’s Candidate; Yan Ziqi, Master’s Candidate.

Received date: 2024-11-20

  Revised date: 2025-02-13

  Online published: 2025-11-20

Supported by

This work is supported by National Social Science Fund of China project titled “Research on User Discontinuance Behavior of Social Networking Sites from the Perspective of Emotional Experience” (Grant No. 21BTQ064).

摘要

[目的/意义] 探讨影响虚拟数字人短视频传播传统文化效果的因素,深入揭示虚拟数字人短视频的内容特征和来源特征对不同维度的传播效果(传播认同度、传播广度与传播参与度)的影响机理,为更有效地利用虚拟数字人短视频传播中华传统文化提供理论参考。[方法/过程] 基于详尽可能性模型,构建虚拟数字人短视频文化传播效果影响因素的理论模型。以6个典型的抖音虚拟数字人为对象,通过Python爬取数据,获取394份有效样本,并利用R软件进行多元回归分析。[结果/结论] 结果显示,从短视频内容特征来看,内容主题显著影响传播认同度、传播广度和传播参与度,标题语气显著正向影响传播广度,而视频时长则显著正向影响传播广度。从短视频来源特征来看,发布者知名度显著正向影响传播认同度、传播广度和传播参与度,发布者活跃度显著正向影响传播认同度和传播参与度,而发布者可信度则显著正向影响传播认同度、传播广度和传播参与度。

本文引用格式

甘春梅 , 明昕宇 , 闫紫琪 . 虚拟数字人短视频传播传统文化效果的影响因素:基于抖音的实证研究[J]. 图书情报工作, 2025 , 69(23) : 113 -124 . DOI: 10.13266/j.issn.0252-3116.2025.23.009

Abstract

[Purpose/Significance] This study investigates the factors influencing the effectiveness of virtual digital human short videos in disseminating traditional culture. It reveals the effects of content characteristics and source attributes of virtual digital human short videos on various dimensions of dissemination effectiveness, including audience recognition, dissemination breadth, and participation level. The findings provide a theoretical reference for effectively utilizing virtual digital human short videos to promote Chinese traditional culture. [Method/Process] Grounded in the elaboration likelihood model (ELM), this study constructed a theoretical model to examine the factors influencing the cultural dissemination effects of virtual digital human short videos. Six representative virtual digital humans on Douyin were selected as samples, and 394 valid data were collected using Python. Multivariate regression analysis was performed using R software. [Result/Conclusion] The results indicate that, in terms of content characteristics, content theme significantly affects audience recognition, dissemination breadth, and participation level, title tone significantly and positively affects dissemination breadth, while video duration significantly and negatively affects dissemination breadth. As for the source attributes, publisher’s popularity significantly and positively affects audience recognition, dissemination breadth, and participation level, publisher’s activity significantly and positively affects audience recognition, dissemination breadth, and participation level and participation level, while publisher’s credibility significantly and negatively affects audience recognition, dissemination breadth, and participation level.

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