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Research on the Influencing Factors of Science Popularization Videos Diffusion of Bilibili from the Perspective of Network Embedding
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Genqiang Li1, Boxiang Yu1, Peng Shao2, Qirui Zhang3
Studies on Science Popularization | 2022, 17(3) : 16 - 25
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Studies on Science Popularization | 2022, 17(3): 16-25
• Research on Media Science Popularization •
Research on the Influencing Factors of Science Popularization Videos Diffusion of Bilibili from the Perspective of Network Embedding
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Genqiang Li1, Boxiang Yu1, Peng Shao2, Qirui Zhang3
Affiliations
  • 1School of Management, Xinxiang Medical College, Xinxiang 453003
  • 2School of Management, Xi’an Polytechnic University, Xi’an 710048
  • 3School of Management, Ningbo University, Ningbo 315211
Published: 2022-06-20 doi: 10.19293/j.cnki.1673-8357.2022.03.003
Outline
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In the event of public health emergencies, spreading science popularization videos can help improve the public’s rational cognition and reduce social panic. However, there are few pieces of literature on the spread of knowledge-oriented science popularization videos. Based on the theory of information acceptance and the theory of network embedding, the method of directional data collection is adopted, and the new coronary pneumonia science popularization videos on the Bilibili website from January 20, 2020 to March 1, 2020 is used as the research object. Start with the amount of video playback and video sharing, and explore the factors influencing the continued spread of science popularization videos. The research found that: network in-degree, network contribution, video playback volume, and video sharing volume all have a positive impact on the creator’s network structure embedding and network relationship embedding; video creation days, video duration, network in-degree, and network contribution all have a positive impact on science popularization videos. The diffusion effect has a positive impact; the video playback volume, sharing volume, and the creator’s network in-degree all have a positive impact on the continuous playback of science popularization videos, and the video playback volume and network in-degree have a positive impact on the continuous sharing of science popularization videos. According to the research conclusions, suggestions are put forward to improve the diffusion effect of science popularization videos.

science popularization videos  /  continuous diffusion  /  network embedding  /  information acceptance
Genqiang Li, Boxiang Yu, Peng Shao, Qirui Zhang. Research on the Influencing Factors of Science Popularization Videos Diffusion of Bilibili from the Perspective of Network Embedding[J]. Studies on Science Popularization, 2022 , 17 (3) : 16 -25 . DOI: 10.19293/j.cnki.1673-8357.2022.03.003
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Article Info
doi: 10.19293/j.cnki.1673-8357.2022.03.003
  • Receive Date：2021-09-28
  • Online Date：2026-07-29
  • Published：2022-06-20
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  • Received：2021-09-28
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Affiliations
    1School of Management, Xinxiang Medical College, Xinxiang 453003
    2School of Management, Xi’an Polytechnic University, Xi’an 710048
    3School of Management, Ningbo University, Ningbo 315211
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