As a new product of media technology, interactive video has the functions of both information transmission and knowledge interaction and is an excellent carrier of scientific knowledge dissemination. Based on 325 samples of interactive science videos collected from Bilibili, the influencing factor model of science popularization interactive video communication effect is constructed based on the Heuristic-Systematic Mode of Information Processing. The model is tested and empirically analyzed by SPSS software. It is found that the overall communication effect of interactive science video is quite different; the Heuristic cue is an important factor affecting the communication effect. The “first impression” of users on video determines the communication effect of video to a great extent. The science content with low knowledge acquisition cost and easy to understand has better communication effect. Achievement based interactive motivation is the key factor affecting the communication effect. Appropriate interaction frequency can effectively optimize the dissemination effect of science knowledge. The number of creators’ fans and video interaction motivation have an interactive effect on the communication effect. The research conclusion can provide new ideas for the innovation of science popularization videos in the new media environment and boost the development of knowledge inclusion.

science popularization  /  interactive video  /  communication effect  /  immersive experience