WU Chenyu, ZHAO Yuxiang, SONG Shijie, LI Jinhao
LIBRARY TRIBUNE.
2025, 45(3):
141-152.
Interactive science videos innovate the way knowledge is disseminated and bring new opportunities and challenges for science popularization. Analyzing the influence of interactive features of videos on users’ participation behavior is crucial for the absorption and transformation of knowledge. By developing relevant hypotheses about the content and form of interaction,this article examines the impact of interactive features of science videos,such as interaction frequency,option openness,narrative,and feedback evaluation,on user engagement behavior using the ordinary least squares regression method,and designs a "counterfactual" experiment based on the propensity score matching method to analyze the causal relationship between the above processing variables and user engagement behavior according to the average treatment effect after matching,so as to eliminate the endogeneity problems caused by the original characteristics of the videos and ensure the robustness of the regression results. The empirical results show that interaction frequency has a significant positive correlation with users’ commenting and forwarding behaviors;option openness has a significant positive correlation with users’ bullet commenting,commenting,favoriting,forwarding,and liking behaviors;narrative has a significant positive correlation with each of the six user participation behaviors,while feedback evaluation has no significant effect on user engagement behaviors.