Government short videos are fairly popular new media of government affairs nowadays,with users primarily accessing and u-sing them in two dimensions:information and entertainment.A survey based on S-O-R(Stimulus-Organism-Response)model shows that the use ofgovernment short videos mainly has indirect effects on media credibility and users'willingness to continue using them,and produces the mediating effect through two variables:political knowledge and performance perception.Specifically,the frequency of utilization and informational use of government short videos have significant positive impact on media credibility through the variables of political knowledge,while entertainment use has a negative effect.Political knowledge does not significantly affect the effect path of us-ers'intention to continue using government short videos.The variables of performance perception serve as an effective mediator for the positive impact of the frequency of use and informational use of government short videos on users'willingness to continue using the media,but it does not mediate the effect on media credibility.These findings suggest that,within the context of visualized Chinese po-litical communication,although government short videos inevitably need to incorporate entertaining elements to attract users,they fun-damentally must prioritize"informational content"to succeed.Accordingly,strategies for content provision and operations should be adjusted to achieve positive outcomes.
关键词
政务短视频/S-O-R模型/信息性使用/娱乐性使用/中介效应
Key words
government short videos/S-O-R model/informational use/entertainment use/mediating effect
万方数据