本校學位論文庫
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陈希
孫啟貴
人文社會科學學院
文化產業研究博士學位課程(中文學制)
博士
2023
城市文化品牌短視頻用戶在社交媒介上分享意願的影響因素研究
A Study on the Factors Influencing the Willingness of Short Video Users of Urban Cultural Brands to Share on Social Media
城市文化品牌 ; 城市文化 ; 文化品牌 ; 內容特征 ; 傳播策略 ; 短視頻 ; 社交媒介 ; 分享意願
urban cultural brand ; Urban culture ; Cultural brand ; Content characteristics ; Communication strategy ; Short videos ; Social media ; willingness to share
公開日期：12/12/2026
城市文化品牌日趨成為學術界的研究重點。城市代表著一個地區的經濟、政治的發展水平。隨著城市化水平的提高，提升城市的價值顯得尤為重要。因此，提升城市的文化底蘊是進行文化建設的重要一環。隨著社交媒體的興起和普及，城市文化品牌越來越重視在社交媒體平臺上的制作和傳播。在信息短視頻化變革的進展中，互聯網推動了城市文化品牌傳播的快速發展，重新構建了短視頻平臺的城市文化品牌信息構成，拓寬了人們接收信息和傳播的新時空，形成了直接、開放的短視頻所獨特並受短視頻平臺用戶喜愛的社會存在形式，大大地推動了傳統形式中城市文化傳播的方式。城市文化品牌短視頻在制作和發布過程中有各種各樣的技巧和方法，如何設計制作與傳播策略才能有效提高用戶對城市文化品牌短視頻的分享意願，仍然是一個需要研究的問題。除此之外，用戶在社交媒介上的分享意願有著量化的可能與豐富的前人實踐先例。
基於此，本文通過對城市文化品牌短視頻用戶在社交媒介上分享意願的文獻進行系統梳理，立足當前和未來城市文化品牌短視頻的發
展情況，將研究分為研究一和研究二兩部分，分別為：研究一：城市文化品牌短視頻內容特征對社交媒介用戶分享意願的影響，研究二：城市文化品牌短視頻傳播策略對社交媒介用戶分享意願的影響。深入解析城市文化品牌短視頻用戶在社交媒介上分享意願的研究，進而可以更有利於拓寬短視頻平臺和旅遊市場。對於研究一的假設驗證，主要運用問卷調查法和統計分析法。在問卷調查法進行之前，首先進行前期調研和問卷設計，緊接著進行預調研，搜集信息，調整完整測量題項，最後進行正式問卷發布以及收集數據，確保樣本數量大於 100。在收集數據後，對數據進行描述性分析、臨界比值法、獨立 T 檢驗、同質性檢驗、探索性分析、信效度檢驗、人口差異性檢驗、共同方法偏差檢驗、回歸性分析、相關性分析等等。
對於研究二的假設檢驗，本研究進行了城市文化品牌短視頻傳播策略對社交媒介用戶分享意願這一研究的實驗工作，包括實驗與問卷的設計、實驗數據的收集分析、對研究假設進行檢驗等。首先進行實驗變量選擇和實驗操縱。本文的研究模型涉及 4 個變量，5 個維度，研究實驗主要對拍攝視角這一自變量進行操控，通過操作城市文化品牌短視頻的第二人稱視角與第三人稱視角來檢驗用戶分享意願的差異。為了滿足研究需求，本文選取具有城市文化品牌特色的重慶三峽博物館為實驗材料對象。然後對於得到的預實驗和正式實驗數據進行分析，包括信效度分析、因子分析、操縱性檢查、描述性統計分析、相關性
分析。
本文在前人的基礎上對研究內容進行了調整，雖然取得了一定的研究成果，但是由於個人條件和資源的有限性，導致本研究尚有不足之處，首先樣本數據具有一定的局限性，缺乏對中年、老年樣本的研究。建議未來研究可以擴大研究對象的範圍，將研究對象覆蓋到各個年齡層，提高研究數據的代表性和典型性。其次組間實驗法所獲取的數據操作難度大、制作成本高，因此，本研究采用問卷調查的形式來開展實驗的研究。建議未來的研究可以采取不同的量化研究方式，提高研究數據的可靠性和有效性。本研究對於內容變量的選取存在一定的狹窄性，建議未來研究可以引入不同層面的因素進行探討，使研究
結果更加豐富、更加完善
基於此，本文通過對城市文化品牌短視頻用戶在社交媒介上分享意願的文獻進行系統梳理，立足當前和未來城市文化品牌短視頻的發
展情況，將研究分為研究一和研究二兩部分，分別為：研究一：城市文化品牌短視頻內容特征對社交媒介用戶分享意願的影響，研究二：城市文化品牌短視頻傳播策略對社交媒介用戶分享意願的影響。深入解析城市文化品牌短視頻用戶在社交媒介上分享意願的研究，進而可以更有利於拓寬短視頻平臺和旅遊市場。對於研究一的假設驗證，主要運用問卷調查法和統計分析法。在問卷調查法進行之前，首先進行前期調研和問卷設計，緊接著進行預調研，搜集信息，調整完整測量題項，最後進行正式問卷發布以及收集數據，確保樣本數量大於 100。在收集數據後，對數據進行描述性分析、臨界比值法、獨立 T 檢驗、同質性檢驗、探索性分析、信效度檢驗、人口差異性檢驗、共同方法偏差檢驗、回歸性分析、相關性分析等等。
對於研究二的假設檢驗，本研究進行了城市文化品牌短視頻傳播策略對社交媒介用戶分享意願這一研究的實驗工作，包括實驗與問卷的設計、實驗數據的收集分析、對研究假設進行檢驗等。首先進行實驗變量選擇和實驗操縱。本文的研究模型涉及 4 個變量，5 個維度，研究實驗主要對拍攝視角這一自變量進行操控，通過操作城市文化品牌短視頻的第二人稱視角與第三人稱視角來檢驗用戶分享意願的差異。為了滿足研究需求，本文選取具有城市文化品牌特色的重慶三峽博物館為實驗材料對象。然後對於得到的預實驗和正式實驗數據進行分析，包括信效度分析、因子分析、操縱性檢查、描述性統計分析、相關性
分析。
本文在前人的基礎上對研究內容進行了調整，雖然取得了一定的研究成果，但是由於個人條件和資源的有限性，導致本研究尚有不足之處，首先樣本數據具有一定的局限性，缺乏對中年、老年樣本的研究。建議未來研究可以擴大研究對象的範圍，將研究對象覆蓋到各個年齡層，提高研究數據的代表性和典型性。其次組間實驗法所獲取的數據操作難度大、制作成本高，因此，本研究采用問卷調查的形式來開展實驗的研究。建議未來的研究可以采取不同的量化研究方式，提高研究數據的可靠性和有效性。本研究對於內容變量的選取存在一定的狹窄性，建議未來研究可以引入不同層面的因素進行探討，使研究
結果更加豐富、更加完善
Urban cultural brands are increasingly becoming a research focus in the academic community. Cities represent the economic and political development level of a region. With the improvement of urbanization level, it is particularly important to enhance the value of cities. Therefore, enhancing the cultural heritage of a city is an important part of cultural construction. With the rise and popularization of social media, urban cultural brands are increasingly emphasizing the production and dissemination on social media platforms. In the progress of information short video transformation, the Internet has promoted the rapid
development of urban cultural brand communication, reconstructed the composition of urban cultural brand information on short video platforms, expanded the new space for people to receive information and spread, formed a unique and popular social existence form of direct and open short videos, and greatly promoted the traditional way of urban cultural communication. There are various techniques and methods in the production and release process of urban cultural brand short videos. How to design production and dissemination strategies to effectively improve users' willingness to share urban cultural brand short videos is still a problem that needs to be studied. In addition, the willingness of users to share on social media has the possibility of quantification and rich precedents from previous practices.
Based on this, this article systematically reviews the literature on the willingness of urban cultural brand short video users to share on social media. Based on the current and future development of urban cultural brand short videos, the research is divided into two parts: Study 1: The impact of the content characteristics of urban cultural brand short videos on the willingness of social media users to share, Study 2: The impact of
short video communication strategies of urban cultural brands on social media users' willingness to share. Deeply analyzing the willingness of
urban cultural brand short video users to share on social media can be more conducive to expanding short video platforms and the tourism market. For the hypothesis verification of Study 1, questionnaire survey and statistical analysis methods are mainly used. Before conducting the questionnaire survey method, first conduct preliminary research and questionnaire design, followed by pre research, collect information, adjust complete measurement items, and finally conduct formal questionnaire release and data collection to ensure that the sample size is greater than 100. After collecting the data, descriptive analysis, critical ratio method, independent t-test, homogeneity test, exploratory analysis, reliability and validity test, population difference test, common method bias test, regression analysis, correlation analysis, and so on were performed on the data.
For the hypothesis testing of Study 2, this study conducted an experimental study on the impact of urban cultural brand short video communication strategies on social media users' willingness to share, including the design of experiments and questionnaires, collection and analysis of experimental data, and testing of research hypotheses. Firstly, conduct experimental variable selection and experimental manipulation. The research model of this article involves 4 variables and 5 dimensions. The research experiment mainly manipulates the independent variable of shooting perspective, and tests the difference in user sharing willingness by manipulating the second person perspective and third person perspective of urban cultural brand short videos. In order to meet the research needs, this article extracts the Chongqing Three Gorges Museum with urban cultural brand characteristics as the experimental material object. Then analyze the pre experimental and formal experimental data obtained, including reliability and validity analysis, factor analysis, manipulation check, descriptive statistical analysis, and correlation analysis.
This article has made adjustments to the research content based on previous studies. Although certain research results have been achieved, there are still shortcomings in this study due to personal conditions and limited resources. Firstly, the sample data has certain limitations and lacks research on middle-aged and elderly samples. It is suggested that future research can expand the scope of research objects, cover all age groups, and improve the representativeness and typicality of research data. Secondly, the data obtained by the inter group experimental method is difficult to operate and costly to produce. Therefore, this study adopts a questionnaire survey to conduct the experimental research. It is suggested that future research can adopt different quantitative research methods to improve the reliability and effectiveness of research data. There is a certain degree of narrowness in the extraction of content variables in this study, and it is suggested that future research can introduce factors from different levels to explore, so as to enrich and improve
development of urban cultural brand communication, reconstructed the composition of urban cultural brand information on short video platforms, expanded the new space for people to receive information and spread, formed a unique and popular social existence form of direct and open short videos, and greatly promoted the traditional way of urban cultural communication. There are various techniques and methods in the production and release process of urban cultural brand short videos. How to design production and dissemination strategies to effectively improve users' willingness to share urban cultural brand short videos is still a problem that needs to be studied. In addition, the willingness of users to share on social media has the possibility of quantification and rich precedents from previous practices.
Based on this, this article systematically reviews the literature on the willingness of urban cultural brand short video users to share on social media. Based on the current and future development of urban cultural brand short videos, the research is divided into two parts: Study 1: The impact of the content characteristics of urban cultural brand short videos on the willingness of social media users to share, Study 2: The impact of
short video communication strategies of urban cultural brands on social media users' willingness to share. Deeply analyzing the willingness of
urban cultural brand short video users to share on social media can be more conducive to expanding short video platforms and the tourism market. For the hypothesis verification of Study 1, questionnaire survey and statistical analysis methods are mainly used. Before conducting the questionnaire survey method, first conduct preliminary research and questionnaire design, followed by pre research, collect information, adjust complete measurement items, and finally conduct formal questionnaire release and data collection to ensure that the sample size is greater than 100. After collecting the data, descriptive analysis, critical ratio method, independent t-test, homogeneity test, exploratory analysis, reliability and validity test, population difference test, common method bias test, regression analysis, correlation analysis, and so on were performed on the data.
For the hypothesis testing of Study 2, this study conducted an experimental study on the impact of urban cultural brand short video communication strategies on social media users' willingness to share, including the design of experiments and questionnaires, collection and analysis of experimental data, and testing of research hypotheses. Firstly, conduct experimental variable selection and experimental manipulation. The research model of this article involves 4 variables and 5 dimensions. The research experiment mainly manipulates the independent variable of shooting perspective, and tests the difference in user sharing willingness by manipulating the second person perspective and third person perspective of urban cultural brand short videos. In order to meet the research needs, this article extracts the Chongqing Three Gorges Museum with urban cultural brand characteristics as the experimental material object. Then analyze the pre experimental and formal experimental data obtained, including reliability and validity analysis, factor analysis, manipulation check, descriptive statistical analysis, and correlation analysis.
This article has made adjustments to the research content based on previous studies. Although certain research results have been achieved, there are still shortcomings in this study due to personal conditions and limited resources. Firstly, the sample data has certain limitations and lacks research on middle-aged and elderly samples. It is suggested that future research can expand the scope of research objects, cover all age groups, and improve the representativeness and typicality of research data. Secondly, the data obtained by the inter group experimental method is difficult to operate and costly to produce. Therefore, this study adopts a questionnaire survey to conduct the experimental research. It is suggested that future research can adopt different quantitative research methods to improve the reliability and effectiveness of research data. There is a certain degree of narrowness in the extraction of content variables in this study, and it is suggested that future research can introduce factors from different levels to explore, so as to enrich and improve
2023
中文
202
致 謝.......................................................................................................................................... I
摘 要........................................................................................................................................III
Abstract........................................................................................................................................V
目 錄.....................................................................................................................................VIII
圖目錄.....................................................................................................................................XIII
表目錄.................................................................................................................................... XIV
第一章 緒論...............................................................................................................................1
1.1 研究背景與問題提出..................................................................................................1
1.1.1 研究背景.............................................................................................................1
1.1.2 問題提出.............................................................................................................4
1.2 研究目的....................................................................................................................... 6
1.3 研究意義....................................................................................................................... 8
1.3.1 理論意義.............................................................................................................8
1.3.2 現實意義...........................................................................................................10
1.4 研究內容..................................................................................................................... 12
1.5 研究思路..................................................................................................................... 13
1.6 研究重點難點和創新點........................................................................................... 15
1.6.1 研究重點..........................................................................................................15
1.6.2 研究難點..........................................................................................................16
1.6.3 研究創新點..................................................................................................... 17
1.7 本章小結..................................................................................................................... 19
第二章 理論基礎與文獻綜述..............................................................................................20
2.1 理論基礎..................................................................................................................... 20
2.1.1 詳盡可能模型..................................................................................................20
2.1.2 心流理論...........................................................................................................21
2.1.3 框架效應理論..................................................................................................22
2.2 網絡短視頻................................................................................................................23
2.2.1 網絡短視頻的概念......................................................................................... 23
2.2.2 網絡短視頻的內容特征................................................................................ 25
2.2.3 網絡短視頻的傳播策略................................................................................ 28
2.2.4 網絡短視頻與城市文化品牌的關系...........................................................31
2.3 品牌..............................................................................................................................32
2.3.1 品牌的概念...................................................................................................... 32
2.3.2 品牌的價值...................................................................................................... 33
2.4 文化品牌..................................................................................................................... 34
2.4.1 文化品牌的概念..............................................................................................34
2.4.2 文化品牌的功能..............................................................................................34
2.4.3 文化品牌的研究現狀及述評........................................................................35
2.5 城市品牌..................................................................................................................... 36
2.5.1 城市品牌的概念..............................................................................................36
2.5.2 城市品牌的研究現狀及述評........................................................................37
2.6 城市文化..................................................................................................................... 38
2.6.1 城市文化的概念..............................................................................................38
2.6.2 城市文化的類別..............................................................................................39
2.6.3 城市文化的特征..............................................................................................40
2.7 城市文化品牌.............................................................................................................40
2.7.1 城市文化品牌的概念.....................................................................................40
2.7.2 城市文化品牌維度的理論研究................................................................... 41
2.7.3 城市文化品牌維度的研究............................................................................42
2.7.4 城市文化品牌價值的研究............................................................................45
2.7.5 城市文化品牌前因變量的研究................................................................... 46
2.7.6 城市文化品牌的塑造研究............................................................................47
2.8 社交媒介用戶的分享意願.......................................................................................49
2.8.1 分享意願的定義..............................................................................................49
2.8.2 分享意願的影響因素.....................................................................................50
2.9 自我一致性.................................................................................................................51
2.9.1 自我一致性的概念......................................................................................... 51
2.9.2 自我一致性的研究現狀及述評................................................................... 52
2.10 心流體驗................................................................................................................... 53
2.11.1 心流體驗的概念............................................................................................53
2.11.2 心流體驗的模型............................................................................................54
2.11.3 心流體驗的維度............................................................................................56
2.11.4 心流體驗的研究現狀及述評......................................................................57
2.11 拍攝視角................................................................................................................... 58
2.11.1 拍攝視角的概念............................................................................................58
2.11.2 拍攝視角的研究現狀及述評......................................................................59
2.12 認知需求................................................................................................................... 60
2.12.1 認知需求的概念............................................................................................60
2.12.2 認知需求的研究現狀及述評......................................................................61
2.13 加工流暢性...............................................................................................................62
2.13.1 加工流暢性的概念.......................................................................................62
2.13.2 加工流暢性的研究現狀及述評................................................................. 63
2.14 本章小結................................................................................................................... 64
第三章 研究方法及設計.......................................................................................................66
3.1 研究目標.................................................................................................................... 66
3.2 研究模型建構與研究假設......................................................................................66
3.2.1 研究 1：城市文化品牌短視頻內容特征對社交媒介用戶分享意願的影
響.................................................................................................................................66
3.2.2 研究 2：城市文化品牌短視頻傳播策略對社交媒介用戶分享意願的影
響.................................................................................................................................71
3.2.3 研究 1 和研究 2 的關系分析.......................................................................75
3.3 操作性定義及構念組成..........................................................................................76
3.3.1 城市文化品牌構念和測量...........................................................................76
3.3.2 短視頻信息質量構念和測量.......................................................................77
3.3.3 用戶分享意願構念和測量...........................................................................78
3.3.4 心流體驗構念和測量....................................................................................79
3.3.5 自我一致性構念和測量................................................................................ 79
3.3.6 拍攝視角構念和測量....................................................................................80
3.3.7 認知需求構念和測量....................................................................................80
3.3.8 加工流暢性構念和測量............................................................................... 81
3.4 本章小結.................................................................................................................... 82
第四章 研究一：城市文化品牌短視頻內容特征對社交媒介用戶分享意願的影響84
4.1 問卷調查設計.............................................................................................................84
4.1.1 問卷設計流程..................................................................................................84
4.1.2 問卷設計內容..................................................................................................86
4.2 樣本確定及數據收集................................................................................................87
4.2.1 研究對象...........................................................................................................87
4.2.2 研究方法...........................................................................................................87
4.2.3 樣本容量確定..................................................................................................88
4.2.4 正式樣本收集..................................................................................................88
4.3 問卷的預調研與分析................................................................................................89
4.3.1 預調研的描述性統計分析............................................................................89
4.3.2 預調研的項目分析......................................................................................... 91
4.3.3 預調研的探索性分析...................................................................................101
4.3.4 修正後的量表................................................................................................103
4.4 正式問卷的信度檢驗............................................................................................. 104
4.5 正式問卷的效度檢驗............................................................................................. 106
4.6 描述性統計分析...................................................................................................... 109
4.6.1 樣本的描述性統計分析.............................................................................. 109
4.6.2 變量的描述性統計分析.............................................................................. 110
4.7 變量的人口統計學分析........................................................................................111
4.7.1 性別上的差異性分析...................................................................................111
4.7.2 年齡上的差異性分析...................................................................................112
4.7.3 學曆上的差異性分析...................................................................................113
4.7.4 收入上的差異性分析...................................................................................114
4.7.5 使用短視頻頻率的差異性分析................................................................. 115
4.7.6 觀看短視頻時間的差異性分析................................................................. 116
4.8 共同方法偏差檢驗..................................................................................................117
4.9 相關分析.................................................................................................................. 119
4.10 回歸分析................................................................................................................. 120
4.10.1 共線性診斷.................................................................................................. 120
4.10.2 城市文化品牌對心流體驗的預測作用.................................................. 121
4.10.3 短視頻信息質量對心流體驗的預測作用..............................................122
4.10.4 心流體驗對用戶分享意願的預測作用.................................................. 123
4.11 中介效應檢驗.........................................................................................................125
4.11.1 心流體驗在城市文化品牌對用戶分享意願的中介作用....................125
4.11.2 心流體驗在信息質量對用戶分享意願的中介作用............................ 126
4.12 調節效應檢驗.........................................................................................................127
4.12.1 自我一致性在城市文化品牌對用戶分享意願的調節作用............... 128
4.12.2 自我一致性在信息質量對用戶分享意願的調節作用........................129
4.13 本章小結................................................................................................................. 130
第五章 研究二：城市文化品牌短視頻傳播策略對社交媒介用戶分享意願的影響132
5.1 實驗目的................................................................................................................... 132
5.2 實驗變量與實驗操縱............................................................................................. 132
5.2.1 變量定義與選擇............................................................................................132
5.2.2 自變量操縱.................................................................................................... 133
5.3 預實驗........................................................................................................................136
5.3.1 信度分析.........................................................................................................136
5.3.2 效度分析.........................................................................................................137
5.3.3 操縱性檢查.................................................................................................... 138
5.4 實驗設計................................................................................................................... 139
5.4.1 實驗方法與實驗被試...................................................................................139
5.4.2 實驗問卷設計................................................................................................140
5.5 實驗結果................................................................................................................... 141
5.5.1 樣本的描述性統計分析.............................................................................. 141
5.5.2 變量的描述性統計分析.............................................................................. 143
5.5.3 信度分析.........................................................................................................143
5.5.4 效度分析.........................................................................................................144
5.5.5 相關度分析.................................................................................................... 145
5.5.6 操縱檢驗.........................................................................................................146
5.5.7 假設檢驗.........................................................................................................148
5.6 實驗總結與分析...................................................................................................... 152
5.7 本章小結................................................................................................................... 153
第六章 研究結論、啟示和展望........................................................................................155
6.1 研究結論................................................................................................................... 155
6.1.1 城市文化品牌和信息質量顯著正向影響心流體驗.............................. 155
6.1.2 心流體驗顯著正向影響用戶分享意願.................................................... 156
6.1.3 心流體驗中介了城市文化品牌和信息質量對用戶分享意願的影響 156
6.1.4 自我一致性在城市文化品牌和信息質量對心流體驗的影響中起調節
作用...........................................................................................................................157
6.1.5 第二人稱視角的短視頻會有更高的用戶分享意願.............................. 158
6.1.6 加工流暢性在短視頻拍攝視角對用戶分享意願的影響中起中介作用158
6.1.7 認知需求在拍攝視角對加工流暢性產生影響過程中有負向的調節作
用...............................................................................................................................159
6.2 理論貢獻................................................................................................................... 159
6.2.1 擴充了短視頻平臺在旅遊情境中的研究................................................159
6.2.2 豐富了旅遊城市目的地形象感知方面的研究.......................................160
6.2.3 拓展了拍攝視角在短視頻領域的研究.................................................... 160
6.2.4 夯實了用戶分享意願方面的研究.............................................................160
6.3 實踐啟示................................................................................................................... 161
6.3.1 內容升級: 優化短視頻內容質量..............................................................161
6.3.2 平臺機制優化: 突出定制性，精准營銷.................................................162
6.3.3 服務升級: 促進多方合作，實現共創共建.............................................162
6.3.4 個性化推送：根據認知需求定制城市文化短視頻.............................. 163
6.4 研究局限與展望...................................................................................................... 163
6.4.1 樣本選取的局限性.......................................................................................163
6.4.2 研究方法的局限性.......................................................................................164
6.4.3 研究變量選取的局限性.............................................................................. 164
參考文獻................................................................................................................................. 165
作者簡曆................................................................................................................................. 194
附 錄......................................................................................................................................195
附錄 1 城市文化短視頻內容特征與用戶分享意願調查問卷.............................195
附錄 2 城市文化短視頻傳播策略與用戶分享意願實驗問卷.............................19
摘 要........................................................................................................................................III
Abstract........................................................................................................................................V
目 錄.....................................................................................................................................VIII
圖目錄.....................................................................................................................................XIII
表目錄.................................................................................................................................... XIV
第一章 緒論...............................................................................................................................1
1.1 研究背景與問題提出..................................................................................................1
1.1.1 研究背景.............................................................................................................1
1.1.2 問題提出.............................................................................................................4
1.2 研究目的....................................................................................................................... 6
1.3 研究意義....................................................................................................................... 8
1.3.1 理論意義.............................................................................................................8
1.3.2 現實意義...........................................................................................................10
1.4 研究內容..................................................................................................................... 12
1.5 研究思路..................................................................................................................... 13
1.6 研究重點難點和創新點........................................................................................... 15
1.6.1 研究重點..........................................................................................................15
1.6.2 研究難點..........................................................................................................16
1.6.3 研究創新點..................................................................................................... 17
1.7 本章小結..................................................................................................................... 19
第二章 理論基礎與文獻綜述..............................................................................................20
2.1 理論基礎..................................................................................................................... 20
2.1.1 詳盡可能模型..................................................................................................20
2.1.2 心流理論...........................................................................................................21
2.1.3 框架效應理論..................................................................................................22
2.2 網絡短視頻................................................................................................................23
2.2.1 網絡短視頻的概念......................................................................................... 23
2.2.2 網絡短視頻的內容特征................................................................................ 25
2.2.3 網絡短視頻的傳播策略................................................................................ 28
2.2.4 網絡短視頻與城市文化品牌的關系...........................................................31
2.3 品牌..............................................................................................................................32
2.3.1 品牌的概念...................................................................................................... 32
2.3.2 品牌的價值...................................................................................................... 33
2.4 文化品牌..................................................................................................................... 34
2.4.1 文化品牌的概念..............................................................................................34
2.4.2 文化品牌的功能..............................................................................................34
2.4.3 文化品牌的研究現狀及述評........................................................................35
2.5 城市品牌..................................................................................................................... 36
2.5.1 城市品牌的概念..............................................................................................36
2.5.2 城市品牌的研究現狀及述評........................................................................37
2.6 城市文化..................................................................................................................... 38
2.6.1 城市文化的概念..............................................................................................38
2.6.2 城市文化的類別..............................................................................................39
2.6.3 城市文化的特征..............................................................................................40
2.7 城市文化品牌.............................................................................................................40
2.7.1 城市文化品牌的概念.....................................................................................40
2.7.2 城市文化品牌維度的理論研究................................................................... 41
2.7.3 城市文化品牌維度的研究............................................................................42
2.7.4 城市文化品牌價值的研究............................................................................45
2.7.5 城市文化品牌前因變量的研究................................................................... 46
2.7.6 城市文化品牌的塑造研究............................................................................47
2.8 社交媒介用戶的分享意願.......................................................................................49
2.8.1 分享意願的定義..............................................................................................49
2.8.2 分享意願的影響因素.....................................................................................50
2.9 自我一致性.................................................................................................................51
2.9.1 自我一致性的概念......................................................................................... 51
2.9.2 自我一致性的研究現狀及述評................................................................... 52
2.10 心流體驗................................................................................................................... 53
2.11.1 心流體驗的概念............................................................................................53
2.11.2 心流體驗的模型............................................................................................54
2.11.3 心流體驗的維度............................................................................................56
2.11.4 心流體驗的研究現狀及述評......................................................................57
2.11 拍攝視角................................................................................................................... 58
2.11.1 拍攝視角的概念............................................................................................58
2.11.2 拍攝視角的研究現狀及述評......................................................................59
2.12 認知需求................................................................................................................... 60
2.12.1 認知需求的概念............................................................................................60
2.12.2 認知需求的研究現狀及述評......................................................................61
2.13 加工流暢性...............................................................................................................62
2.13.1 加工流暢性的概念.......................................................................................62
2.13.2 加工流暢性的研究現狀及述評................................................................. 63
2.14 本章小結................................................................................................................... 64
第三章 研究方法及設計.......................................................................................................66
3.1 研究目標.................................................................................................................... 66
3.2 研究模型建構與研究假設......................................................................................66
3.2.1 研究 1：城市文化品牌短視頻內容特征對社交媒介用戶分享意願的影
響.................................................................................................................................66
3.2.2 研究 2：城市文化品牌短視頻傳播策略對社交媒介用戶分享意願的影
響.................................................................................................................................71
3.2.3 研究 1 和研究 2 的關系分析.......................................................................75
3.3 操作性定義及構念組成..........................................................................................76
3.3.1 城市文化品牌構念和測量...........................................................................76
3.3.2 短視頻信息質量構念和測量.......................................................................77
3.3.3 用戶分享意願構念和測量...........................................................................78
3.3.4 心流體驗構念和測量....................................................................................79
3.3.5 自我一致性構念和測量................................................................................ 79
3.3.6 拍攝視角構念和測量....................................................................................80
3.3.7 認知需求構念和測量....................................................................................80
3.3.8 加工流暢性構念和測量............................................................................... 81
3.4 本章小結.................................................................................................................... 82
第四章 研究一：城市文化品牌短視頻內容特征對社交媒介用戶分享意願的影響84
4.1 問卷調查設計.............................................................................................................84
4.1.1 問卷設計流程..................................................................................................84
4.1.2 問卷設計內容..................................................................................................86
4.2 樣本確定及數據收集................................................................................................87
4.2.1 研究對象...........................................................................................................87
4.2.2 研究方法...........................................................................................................87
4.2.3 樣本容量確定..................................................................................................88
4.2.4 正式樣本收集..................................................................................................88
4.3 問卷的預調研與分析................................................................................................89
4.3.1 預調研的描述性統計分析............................................................................89
4.3.2 預調研的項目分析......................................................................................... 91
4.3.3 預調研的探索性分析...................................................................................101
4.3.4 修正後的量表................................................................................................103
4.4 正式問卷的信度檢驗............................................................................................. 104
4.5 正式問卷的效度檢驗............................................................................................. 106
4.6 描述性統計分析...................................................................................................... 109
4.6.1 樣本的描述性統計分析.............................................................................. 109
4.6.2 變量的描述性統計分析.............................................................................. 110
4.7 變量的人口統計學分析........................................................................................111
4.7.1 性別上的差異性分析...................................................................................111
4.7.2 年齡上的差異性分析...................................................................................112
4.7.3 學曆上的差異性分析...................................................................................113
4.7.4 收入上的差異性分析...................................................................................114
4.7.5 使用短視頻頻率的差異性分析................................................................. 115
4.7.6 觀看短視頻時間的差異性分析................................................................. 116
4.8 共同方法偏差檢驗..................................................................................................117
4.9 相關分析.................................................................................................................. 119
4.10 回歸分析................................................................................................................. 120
4.10.1 共線性診斷.................................................................................................. 120
4.10.2 城市文化品牌對心流體驗的預測作用.................................................. 121
4.10.3 短視頻信息質量對心流體驗的預測作用..............................................122
4.10.4 心流體驗對用戶分享意願的預測作用.................................................. 123
4.11 中介效應檢驗.........................................................................................................125
4.11.1 心流體驗在城市文化品牌對用戶分享意願的中介作用....................125
4.11.2 心流體驗在信息質量對用戶分享意願的中介作用............................ 126
4.12 調節效應檢驗.........................................................................................................127
4.12.1 自我一致性在城市文化品牌對用戶分享意願的調節作用............... 128
4.12.2 自我一致性在信息質量對用戶分享意願的調節作用........................129
4.13 本章小結................................................................................................................. 130
第五章 研究二：城市文化品牌短視頻傳播策略對社交媒介用戶分享意願的影響132
5.1 實驗目的................................................................................................................... 132
5.2 實驗變量與實驗操縱............................................................................................. 132
5.2.1 變量定義與選擇............................................................................................132
5.2.2 自變量操縱.................................................................................................... 133
5.3 預實驗........................................................................................................................136
5.3.1 信度分析.........................................................................................................136
5.3.2 效度分析.........................................................................................................137
5.3.3 操縱性檢查.................................................................................................... 138
5.4 實驗設計................................................................................................................... 139
5.4.1 實驗方法與實驗被試...................................................................................139
5.4.2 實驗問卷設計................................................................................................140
5.5 實驗結果................................................................................................................... 141
5.5.1 樣本的描述性統計分析.............................................................................. 141
5.5.2 變量的描述性統計分析.............................................................................. 143
5.5.3 信度分析.........................................................................................................143
5.5.4 效度分析.........................................................................................................144
5.5.5 相關度分析.................................................................................................... 145
5.5.6 操縱檢驗.........................................................................................................146
5.5.7 假設檢驗.........................................................................................................148
5.6 實驗總結與分析...................................................................................................... 152
5.7 本章小結................................................................................................................... 153
第六章 研究結論、啟示和展望........................................................................................155
6.1 研究結論................................................................................................................... 155
6.1.1 城市文化品牌和信息質量顯著正向影響心流體驗.............................. 155
6.1.2 心流體驗顯著正向影響用戶分享意願.................................................... 156
6.1.3 心流體驗中介了城市文化品牌和信息質量對用戶分享意願的影響 156
6.1.4 自我一致性在城市文化品牌和信息質量對心流體驗的影響中起調節
作用...........................................................................................................................157
6.1.5 第二人稱視角的短視頻會有更高的用戶分享意願.............................. 158
6.1.6 加工流暢性在短視頻拍攝視角對用戶分享意願的影響中起中介作用158
6.1.7 認知需求在拍攝視角對加工流暢性產生影響過程中有負向的調節作
用...............................................................................................................................159
6.2 理論貢獻................................................................................................................... 159
6.2.1 擴充了短視頻平臺在旅遊情境中的研究................................................159
6.2.2 豐富了旅遊城市目的地形象感知方面的研究.......................................160
6.2.3 拓展了拍攝視角在短視頻領域的研究.................................................... 160
6.2.4 夯實了用戶分享意願方面的研究.............................................................160
6.3 實踐啟示................................................................................................................... 161
6.3.1 內容升級: 優化短視頻內容質量..............................................................161
6.3.2 平臺機制優化: 突出定制性，精准營銷.................................................162
6.3.3 服務升級: 促進多方合作，實現共創共建.............................................162
6.3.4 個性化推送：根據認知需求定制城市文化短視頻.............................. 163
6.4 研究局限與展望...................................................................................................... 163
6.4.1 樣本選取的局限性.......................................................................................163
6.4.2 研究方法的局限性.......................................................................................164
6.4.3 研究變量選取的局限性.............................................................................. 164
參考文獻................................................................................................................................. 165
作者簡曆................................................................................................................................. 194
附 錄......................................................................................................................................195
附錄 1 城市文化短視頻內容特征與用戶分享意願調查問卷.............................195
附錄 2 城市文化短視頻傳播策略與用戶分享意願實驗問卷.............................19
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