点击前特征与健康科普视频播放量的关系研究
Associations between Pre-Click Features and Views of Health Science Videos
摘要: 在视频平台中，用户往往先依据标题与缩略图等预览信息作出点击判断，点击前阶段因此成为播放量形成的重要环节。本文以B站62位UP主于2024年发布的12,717条健康科普视频为样本，考察缩略图情绪唤醒度、感知亮度、标题与缩略图语义一致性及视觉复杂度与播放量之间的关系。研究发现，缩略图情绪唤醒度与更高播放量显著相关，感知亮度及标题与缩略图语义一致性则与更低播放量显著相关。进一步分析表明，视觉复杂度会增强情绪唤醒度与播放量之间的正向关系，而其对语义一致性与播放量负向关系的强化并不稳定。总体来看，点击前阶段更接近有限注意条件下的快速筛选过程，能够迅速吸引注意的预览特征往往与较高播放量相关。本文有助于理解健康科普视频播放量的形成过程，也可为标题与缩略图优化提供参考。
Abstract: On video platforms, users often make clicking decisions based on preview information such as titles and thumbnails, making the pre-click stage an important part of view formation. Using a sample of 12,717 health science videos published in 2024 by 62 uploaders on Bilibili, this study examines the relationships between thumbnail emotional arousal, perceived brightness, semantic consistency between title and thumbnail, visual complexity, and video views. The results show that thumbnail emotional arousal is significantly associated with higher views, while perceived brightness and title-thumbnail semantic consistency are both significantly associated with lower views. Further analysis indicates that visual complexity strengthens the positive relationship between emotional arousal and views, whereas its strengthening effect on the negative relationship between semantic consistency and views is not stable. Overall, the pre-click stage is better understood as a rapid screening process under limited attention, and preview features that can quickly attract attention tend to be associated with higher views. This study helps explain the formation of views for health science videos and also provides practical reference for optimizing titles and thumbnails.
文章引用：乐辰源. 点击前特征与健康科普视频播放量的关系研究[J]. 统计学与应用, 2026, 15(4): 242-250. https://doi.org/10.12677/sa.2026.154087

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