The Mechanism Of Visual Abstract Of Academic Journal On Readers’ Behavioral Intention To Disseminate Information

Social media provides a convenient platform for users to spread information.Researchers use this advantage to promote the visual abstracts on social media,which has achieved a very good dissemination effect,and the citation rate and download rate of the article have been significantly increased.Since the visual abstracts have just been carried out,most of the researches measure the dissemination effect from the perspective of dissemination,but have not discussed the cause from the perspective of individual.Therefore,from the perspective of psychology,the study takes the theories related to multimedia learning and user behavior as the theoretical basis to explore the influence and deep mechanism of individual internal motivation on the dissemination effect of visual abstracts.A total of 408 students participated in study 1,which examined the differences in cognitive load,perceived enjoyment,and behavioral intention to disseminate between visual abstracts and text-only abstracts,and further examined the mediator effect of cognitive load and perceived enjoyment on the influence of abstract type on behavioral intention to disseminate.The results show that the visitors have lower cognitive load,higher perceived enjoyment,and stronger behavioral intention to disseminate when browsing the visual abstracts,and the cognitive load and perceived enjoyment play a chain mediator effect between the abstract type and behavioral intention to disseminate.From the perspective of content presentation,the study 2 explores the deep mechanism that visual abstracts of academic journal can make readers have stronger behavioral intention to disseminate.A total of 34 students participated in study 2 and this study investigated the effects of presentation style and content complexity on cognitive load,perceived enjoyment and behavioral intention to disseminate by experimental methods.The results showed that the presentation style of picture+text induced stronger behavioral intention to disseminate information,but the complexity of text content had a greater impact on cognitive load,and the influence on behavioral intention to disseminate was not significant.The study 3 explores the influence of visual abstracts of academic journal on readers’behavioral intention to disseminate from the perspective of overall design.37 students participated in study 3.The effects of text position and cue on cognitive load,perceived enjoyment and behavioral intention to disseminate were investigated by experimental method.The results show that the overall design also has a significant influence on the behavioral intention to disseminate to a certain extent.The readers’ behavioral intention to disseminate information to the large separation abstracts is lower than that to the image and text fusion abstracts,and the cueing effect has no significant difference on the behavioral intention to disseminate.In conclusion,by changing the presentation way,simplifying the presentation content and optimizing the overall design,the visual abstract of academic journal reduces the cognitive load of readers and enhances their perceived enjoyment,thus improving their behavioral intention to disseminate.However,according to eye movement data,improving the effectiveness of cognitive resources has little effect on the enhancement of behavioral intention to disseminate.Therefore,it is suggested that more attention should be paid to perceived enjoyment in the design of academic journal abstracts,and the integrity of the article should not be abandoned because of the pursuit of excessive brevity.