帮助中老年短视频创作者吸引粉丝:对抖音用户的混合方法研究

Chang Wang, Jin Yan, Lijing Huang, Ningyue Cao
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摘要

目的利用信息觅食理论和SERVQUAL模型,构建研究模型,探讨中老年短视频创作者的网络属性在吸引短视频观众成为其追随者中的作用。设计/方法/方法本研究以抖音(中国著名的短视频平台)为例,采用顺序三角法混合方法(定量→定性),通过调查创作者和观众来检验所提出的模型。调查结果:对中老年创作者的视频点赞的观众更有可能关注创作者。观众会认为,获得点赞越多的中老年创作者越受欢迎。因此,点赞越多的中老年创作者通常拥有更多的粉丝。观众通常认为,更频繁发布专业高质量视频的中老年创作者投入的精力更大,经过官方认证的中老年创作者权威程度高,得到平台的认可。因此,拥有更专业的视频和验证的中老年创作者通常拥有更多的粉丝。此外,验证视频数量和视频的专业性可以增强中老年创作者视频点赞者向关注者的转化,从而强化点赞数与关注者数量之间的正相关关系;然而,生物词汇的数量会产生相反的效果。这些发现对平台管理者、中老年创作者和旨在通过吸引更多粉丝发展“银发经济”的品牌都有启示意义。独创性/价值本研究以短视频平台为研究对象,基于信息觅食理论和SERVQUAL模型,从短视频创作者和观众的角度出发,采用混合方法研究观众关注中老年创作者的决策。
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Helping middle-aged and elderly short-video creators attract followers: a mixed-methods study on Douyin users
PurposeDrawing on information foraging theory and the SERVQUAL model, this study built a research model to investigate the roles of middle-aged and elderly short-video creators' online attributes in attracting short-video viewers to be their followers.Design/methodology/approachTaking Douyin (a famous short-video platform in China) as an example, this study used a sequential triangulation mixed-methods approach (quantitative → qualitative) to examine the proposed model by investigating both creators and viewers.FindingsViewers who clicked the “like” button for the middle-aged and elderly creators' videos are more likely to follow the creators. Viewers will believe that middle-aged and elderly creators who received more likes are more popular. Thus, middle-aged and elderly creators with more likes usually have more followers. Viewers usually believe that middle-aged and elderly creators who more frequently publish professional and high-quality videos have invested more effort and who have official verification also have a high level of authority and are recognized by the platform. Thus, middle-aged and elderly creators with more professional videos and verification usually have more followers. Moreover, verification, the number of videos and the professionalism of videos can enhance the transformation of viewers who liked middle-aged and elderly creators' videos into their followers, and thus strengthen the positive relationship between the number of likes and the number of followers; however, the number of bio words will have an opposite effect.Practical implicationsThese findings have implications for platform managers, middle-aged and elderly creators and the brands aiming to develop a “silver economy” by attracting more followers.Originality/valueThis study researches short-video platforms by using a mixed-methods approach to develop an understanding of viewers' decision-making when following middle-aged and elderly creators based on information foraging theory and the SERVQUAL model from the perspectives of both short-video creators and viewers.
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