基于信息质量理论的短视频传播对受众遗产责任行为意愿的影响研究：共情的中介作用

Research on the Influence of Short Video Dissemination on Heritage Responsibility Behavioral Intention Based on Information Quality Theory: The Mediating Role of Empathy

摘要: 数字技术的发展为非物质文化遗产的保护与传承开辟了数字化新路径，非遗短视频作为文化遗产活化传播的重要载体，通过场景化叙事与沉浸式体验，正日益成为连接公众与非遗保护的重要媒介。本研究基于信息质量理论，探究短视频内容质量、表达质量、效用质量如何通过共情影响受众遗产责任行为意愿。通过对394名短视频用户进行问卷调查，采用结构方程模型分析数据。结果表明：效用质量对共情的正向影响最强，明显高于内容质量与表达质量；共情在信息质量与遗产责任行为意愿之间发挥中介作用，其中情感共情的中介效应更为稳健。研究揭示了短视频驱动遗产保护行为意愿的心理机制，为数字技术赋能非遗可持续传承提供理论依据。

Abstract: With the advancement of digital technology, new digital approaches have emerged for the preservation and inheritance of intangible cultural heritage (ICH). As a vital carrier for revitalizing cultural heritage communication, ICH short videos adopt scenario-based narration and immersive experience, gradually evolving into a new medium that motivates the public to shift from passive viewing to active heritage safeguarding. Based on the Stimulus-Organism-Response (S-O-R) framework and information quality theory, this study constructs a theoretical model to explore how three dimensions of short video information quality (content quality, expression quality and utility quality) affect audiences’ heritage responsibility intention via cognitive empathy and affective empathy. Questionnaire data were collected from 394 ICH short video users and analyzed through structural equation modeling. The empirical results indicate that utility quality exerts the strongest positive impact on empathy, whose effect is markedly higher than that of content quality and expression quality. Empathy plays a mediating role in the research model: the mediating paths of affective empathy are significant, whereas those of cognitive empathy are not supported. This study clarifies the complete psychological path from short video exposure to heritage protection willingness, and provides theoretical support for digital technology to facilitate the sustainable inheritance of intangible cultural heritage.