Abstract

Online video platforms often present videos together with social information in the form of user comments and likes. This study tested two hypotheses about how this merger of mass and interpersonal communication on online video platforms shapes viewers’ evaluations and enjoyment of online videos. Whereas the judgement effect hypothesis states that social information alters viewers’ video evaluations, the processing effect hypothesis poses that it influences viewers’ enjoyment while they are watching videos. Using real-time response measures, this experiment pitted both hypotheses against each other. The results indicate that if viewers are exposed to social information before watching a video, a processing effect emerges on their enjoyment as they are watching. If viewers are exposed to social information after watching a video, a judgement effect on their retrospective video enjoyment occurs but not on their video evaluations. These new insights advance our understanding of how social information affects video viewers.

中文翻译：

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分享乐趣？社会信息如何影响观看者的视频欣赏和视频评估

摘要

在线视频平台通常以用户评论和喜欢的形式将视频与社交信息一起呈现。这项研究检验了两个关于在线视频平台上的大众和人际交流的合并如何塑造观众对在线视频的评价和享受的假设。判断效果假设指出社交信息会改变观看者对视频的评价，而处理效果假设则表明，社交信息会影响观看者在观看视频时的享受。使用实时响应度量，该实验使两个假设相互抵触。结果表明，如果观看者在观看视频之前接触到社交信息，则观看时会在观看过程中产生处理效果。如果观众在观看视频后接触到社交信息，对他们的回顾性视频欣赏产生判断效果，但对他们的视频评估没有影响。这些新见解使我们对社交信息如何影响视频观看者的理解更加深入。