Research on Factors Influencing the Motivation of Browsing and Willingness of Clicking Through for Users of Digital Reading-Oriented Short Video Platforms:Evidence from Physiological Signal Capture
With the increasing diversification of information acquisition methods and the continuous changes in the media environment,digital reading has gradually gained popularity.Short video platforms have become a new way for users to acquire knowledge and understand the world,as well as a new practice for the presen-tation of digital reading content.Therefore,taking the browsing page of the"Fan Deng Reading App"Douy-in account as the research object,the title type,number of likes,and background color were used as three groups of independent variables.By dividing the Area of Interest(AOI),physiological signal capture was conducted to analyze the user emotional changes brought about by the differences in intra-group variables,combined with structured interviews to analyze users'emotional changes while browsing as well as their willing of clicking through.The results show that declarative titles,black backgrounds,and high numbers of likes most effectively grab the attention of participants.Based on the research results,from the perspective of customer preferences and experiences,management insights are proposed for the visual design,layout,and precise positioning of user needs for digital reading-oriented short video platforms.
digital reading-oriented short videosmotivation of emotionphysiological indicators"Fan Deng Reading App"Douyin Account
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