Li Dongqi, Tang Zihuang, Zhao Nan
CAS Key Laboratory of Behavioral Science, Institute of Psychology, Chinese Academy of Sciences, Beijing, China.
Department of Psychology, University of Chinese Academy of Sciences, Beijing, China.
Front Psychol. 2023 Jul 6;14:1101396. doi: 10.3389/fpsyg.2023.1101396. eCollection 2023.
Interest is one of the main factors motivating an individual's behavior, and its effect in the learning process has been widely confirmed in educational psychology. The purpose of this study was to explore the influence of individual interest, topic interest and situational interest on the user's video click behavior in the online video browsing situation. We constructed an online experiment in which each participant was asked to use questionnaires to assess their responses to video categories, titles, and covers from the video-sharing website, Bilibili. Based on these responses, we obtained individual interests, topic interests, situational interests, and click behavior of the participants toward the videos. Correlation, regression and mediation analyses were conducted to explore the effects and mechanisms of the three interests on click behavior. The results found: (1) individual interest may have a positive but relatively weaker effect on click behavior, and (2) topic interest and situational interest positively predicted click behavior in all categories. The mediation analysis found: (1) in the otomads and fashion categories, the effect of individual interest on click behavior was partially mediated by topic and situational interest, and (2) in the anime, digits, life, dance, music, game, entertainment, and knowledge categories, the effect of individual interest on click behavior was fully mediated by topic interest and situational interest. These results revealed the facilitating effects and different effect modes of individual, topic, and situational interest on click behavior. These findings shed light on the influence mechanism of interests on video click behavior in different video categories and provide new insights into related applications such as recommender.
兴趣是激发个体行为的主要因素之一，其在学习过程中的作用在教育心理学中已得到广泛证实。本研究旨在探讨个人兴趣、主题兴趣和情境兴趣对在线视频浏览情境中用户视频点击行为的影响。我们构建了一个在线实验，要求每位参与者使用问卷评估他们对视频分享网站哔哩哔哩上的视频类别、标题和封面的反应。基于这些反应，我们获得了参与者对视频的个人兴趣、主题兴趣、情境兴趣和点击行为。进行了相关性、回归和中介分析，以探讨这三种兴趣对点击行为的影响及机制。结果发现：（1）个人兴趣可能对点击行为有积极但相对较弱的影响；（2）主题兴趣和情境兴趣在所有类别中都能正向预测点击行为。中介分析发现：（1）在汽车和时尚类别中，个人兴趣对点击行为的影响部分由主题和情境兴趣介导；（2）在动漫、数码、生活、舞蹈、音乐、游戏、娱乐和知识类别中，个人兴趣对点击行为的影响完全由主题兴趣和情境兴趣介导。这些结果揭示了个人、主题和情境兴趣对点击行为的促进作用及不同的作用模式。这些发现阐明了兴趣对不同视频类别中视频点击行为的影响机制，并为推荐等相关应用提供了新的见解。
