Proceedings of the 3rd International Conference on New Media Development and Modernized Education, NMDME 2023, October 13–15, 2023, Xi’an, China

Research Article

Learning or Entertainment? An Investigation into User Adoption Behavior of Popular Science Short Videos

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  • @INPROCEEDINGS{10.4108/eai.13-10-2023.2341332,
        author={Junli  Wang and Cong  Zhang and Qian  Liu},
        title={Learning or Entertainment? An Investigation into User Adoption Behavior of Popular Science Short Videos},
        proceedings={Proceedings of the 3rd International Conference on New Media Development and Modernized Education, NMDME 2023, October 13--15, 2023, Xi’an, China},
        publisher={EAI},
        proceedings_a={NMDME},
        year={2024},
        month={1},
        keywords={popular science short videos; utaut 20 model; heuristic-systematic model; adoption behavior},
        doi={10.4108/eai.13-10-2023.2341332}
    }
    
  • Junli Wang
    Cong Zhang
    Qian Liu
    Year: 2024
    Learning or Entertainment? An Investigation into User Adoption Behavior of Popular Science Short Videos
    NMDME
    EAI
    DOI: 10.4108/eai.13-10-2023.2341332
Junli Wang1, Cong Zhang1,*, Qian Liu2
  • 1: Beijing Institute of Graphic Communication
  • 2: Communication University of China
*Contact email: 2214780882@qq.com

Abstract

The advancement of technology has made content sharing through media information technology a new research focus. Based on the UTAUT-2 model and the heuristic-systematic model, and focusing on popular science short videos, this study examines the factors influencing the willingness and behavior of users to adopt popular science short videos, considering both content and technology aspects. Through the analysis of 1034 valid survey responses, it was found that the habit of using short videos has a positive impact on the willingness and behavior of users to adopt popular science short videos. The influence of entertainment motivation on user adoption intent is greater than the expectation of acquiring popular science knowledge. This provides new insights for the dissemination of in-depth content on new media platforms.