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| 论文编号： | 15340 | |
| 作者编号： | 2120233661 | |
| 上传时间： | 2025/6/6 0:43:27 | |
| 中文题目： | 在线视频平台教育类内容用户选择行为分析与创作策略研究 | |
| 英文题目： | Analysis of Users'' Choice Behavior for Educational Content on Online Video Platforms and Research on Creation Strategies | |
| 指导老师： | 石鉴 | |
| 中文关键字： | 在线视频平台；教育类内容；用户选择行为 | |
| 英文关键字： | Online Video Platform; Educational Content; Users'' Selection Behavior | |
| 中文摘要： | 近年来，在线视频平台已成为教育类内容传播的重要渠道，其中哔哩哔哩（B站）凭借垂直化知识分区和社区生态，成为教育类长视频的核心平台之一。然而，教育类内容如何在众多视频中脱颖而出，吸引用户点击并完成观看，仍需深入研究。本文以B站教育类视频为研究对象，探讨影响用户选择行为的关键因素，并提出针对性的创作策略建议。 研究将用户选择行为划分为点击行为和观看行为两个阶段，分别构建混合Logit模型和Heckman两阶段模型进行分析。研究结果显示：在点击阶段，封面图像的冷色调、低饱和度和较暗明度显著提升用户点击意愿，而封面中含有人像和文字线索也具有正向影响；标题长度和情感倾向则对点击行为产生负向作用。在观看阶段，视频质量和弹幕互动氛围显著促进用户完成播放，而视频时长则表现出抑制作用。此外，视频质量也能够通过平台推荐机制间接影响用户点击行为。 基于研究结论，本文为教育类视频创作者提出以下策略建议：优化封面设计，采用冷色调、低饱和度和适度明度，并加入人像线索；简化标题，避免情感化表达；控制视频时长，提升内容质量；增强弹幕互动，营造学习氛围。 本文的创新点在于分阶段研究用户选择行为，揭示了不同因素在点击和观看阶段的差异化影响，并验证了离散选择模型在教育类内容研究中的适用性。研究结论不仅丰富了在线视频平台用户行为的理论框架，也为教育类内容创作者提供了实践指导，助力其提升内容传播效果。 | |
| 英文摘要： | In recent years, online video platforms have become a vital channel for disseminating educational content. Among them, Bilibili has emerged as a leading platform for long-form educational videos due to its vertical knowledge categories and community ecosystem. This thesis investigates the key factors influencing user selection behavior on Bilibili's educational content and proposes targeted content creation strategies. This thesis divides user selection behavior into two stages: click behavior and viewing behavior, analyzed using a Mixed Logit Model and a Heckman Two-Stage Model, respectively. The results reveal that visual design elements of video covers significantly affect click-through rates, while content quality and interactive features primarily influence viewing completion. Notably, video quality demonstrates a dual impact, directly affecting viewing behavior and indirectly influencing clicks through platform recommendations. The findings provide practical insights for educational content creators. Optimizing cover design and maintaining professional, concise titles can effectively attract initial clicks. Meanwhile, ensuring high production quality, appropriate video length, and fostering active bullet-screen interactions are crucial for sustaining viewer engagement. This thesis contributes to the theoretical understanding of user behavior in educational video consumption and offers actionable strategies to enhance content performance on online video platforms. | |
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