Research On The Use And Satisfaction Of Popular Science Short Videos From The Perspective Of Science Communication

The Outline of the National Action Plan for Scientific Literacy(2021-2035)proposes to implement the all-media science communication capacity improvement plan,vigorously develop new media science communication,and realize multi-channel all-media dissemination of popular science content.Science communication plays an important role in the popularization of knowledge,and short video,as a communication method in the new media era,is an effective channel for people to obtain and release information,and has gradually become an important way of science communication.Based on the ELM model,this study combines and satisfies the theory and characteristics of popular science short videos to establish a research model for the use and satisfaction of popular science short videos and puts forward corresponding hypotheses.Through questionnaire survey and statistical analysis,we can understand the user’s use behavior and demand satisfaction of popular science short videos,and use the structural equation method to test the model.The results show that the content quality of popular science short videos has a significant positive impact on users’ cognitive needs and social needs,the source credibility of popular science short videos has a significant positive impact on users’ cognitive needs and entertainment needs,the cognitive needs and entertainment needs of popular science short video users have a significant positive impact on the willingness to continue to use,and users’ cognitive needs and entertainment needs can play a mediating role in the relationship between the source credibility of popular science short videos and the willingness to continue to use.In addition,this study also found that the content quality of popular science short videos does not significantly affect users’ entertainment needs,the source credibility of popular science short videos does not significantly affect users’ social needs,the social needs of popular science short video users do not significantly affect the willingness to continue to use,user demand does not play an intermediary role in the relationship between the content quality of popular science short videos and the willingness to continue use,and users’ social needs do not play an intermediary role in the relationship between the source credibility of popular science short videos and the willingness to continue to use.Based on this,this study proposes a reference optimization strategy for popular science short videos at this stage,in order to enhance the dissemination effect of popular science short videos and better popularize scientific knowledge,popular science short videos should pay attention to high-quality original content and meet users’ cognitive needs with professional content;Personalize the communication account and express interest to meet the entertainment needs of users;Pay attention to users’ comments and feedback,encourage users to participate deeply,etc.to meet users’ social needs.In this way,we can give full play to the advantages of popular science short videos and promote the sustainable and healthy development of short videos.