The influence Mechanism of Cultural Identity and the Test of Mediating Effect Based on the SOR Model
Pages 453 - 459
Abstract
Entering the digital media era, the way of regional culture dissemination has changed significantly. Short video platforms represented by Tiktok, Kuaishou and WeChat video account have constructed a new way of regional culture dissemination, and also carry the inheritance function of regional culture. Based on the SOR theoretical model, the article takes the users of mobile short video platform as the research object, and applies structural equation modelling to test the path and influence of emotional value and educational function on users' cultural identity. The results show that: first, emotional value and educational function have an important chain mediation effect between viewing experience and cultural identity. Secondly, the transmission of material culture in short videos has a direct effect on cultural identity; thirdly, the educational function embedded in non-material culture in short videos has an indirect effect on cultural identity.
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Index Terms
- The influence Mechanism of Cultural Identity and the Test of Mediating Effect Based on the SOR Model
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Published In
July 2024
647 pages
ISBN:9798400710223
DOI:10.1145/3695080
Copyright © 2024 ACM.
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Published: 12 October 2024
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ICCBD 2024
ICCBD 2024: 2024 International Conference on Cloud Computing and Big Data
July 26 - 28, 2024
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