Research On The Users' Usage Factors Of Popular Science Micro-Video

The development of Science Communication in China can be divided into three stages,which are traditional Science Popularization,Public Understanding of Science,reflective Science Communication.The development of new media promotes the decentralization of the main part of Science Communication.Nowadays,Science Communication is regard as a dynamic feedback system which includes five main parts,such as the scientific community,the government,the media,the public and the non-governmental organizations(NGO).The development of digital technology has triggered the digital revolution,which not only has changed the public's lifestyle,but also has greatly increased public awareness of participating in scientific activities.Therefore,Digital Science Popularization has become the mainstream of Science Communication in the digital era."Outline of Action Plan for Scientific Quality of the Whole People" points out,China should focus on the construction of digital science popularization resources,and the popular science micro-video is an important content of digital science popularization resources construction.After combing through the literature,found that the research contents are mostly status quo and problems,content and plot design,and communication effects in the current research on popular science micro-video in China.Most research angles start from the dimension of popular science micro-video,but rarely research from the user's perspective.Therefore,this article has some theoretical and practical significance to carry out empirical research on the influencing factors of popular micro-video users' willingness to use.This research uses the literature survey method and questionnaire survey method.This research establishes a model of influencing factors of popular science micro-video users' willingness to use which based on the UTAUT model and the characteristics of popular science micro-video itself.Then author uses AMOS and SPSS to test and modify the model parameters' fitness,the mediation effect,and the adjustment effect based on the Structural Equation Model and related statistical methods.The results show that the users' Intention to Using(IU)popular science micro-video will be affected by factors such as the Performance Expectation(PE),the Effort Epectation(EE),the Social Influence(SI),the Perceived Playfulness(PP),and the Perceived Artistry(PA).The PE mediates the PP and the IU.The Gender,the Age,and the Education play the moderating roles in the model.Among them,the Gender and the Age regulate the PE,the EE,the SI,and the PP of users of popular science micro-video.And the Education regulates the PE,the SI,and the PA of users of popular science micro-video.Based on the revised Popular Science Micro-Video Willingness Model,this article proposes specific development suggestions from three dimensions:the content and production,the communication and feedback,the talent and policy.It is hoped that this article can provide reference for the development of related industries such as popular science micro-video and digital popular science product.