The Communication Effect Of Tik Tok Short Video On Road Traffic Safety :base On The Perspective Of Nudge Theory

Road traffic accident has become one of the main factors endangering public safety.How to reduce its incidence has become an important research topic in the field of public safety.From the perspective of communication,with the rapid development of new media,the use of short videos for traffic safety publicity and education has become a common way.In short videos,the use of persuasion strategies to improve people’s awareness of road traffic safety often presents contradictory results.Nudge theory is a choice system to consciously guide people to action,which can be used as a persuasive strategy in short video of road traffic safety.Will nudge factors significantly affect the communication effect of short road traffic safety videos? What kind of nudge factors are used to form short video communication effect of road traffic safety best? There are no clear conclusions on this issue.In order to clarify the current development status and characteristics of short road traffic safety videos on TikTok platform,this study randomly selected 200 short road traffic safety videos on TikTok platform as samples through content analysis,analyzed them from three dimensions of basic information,persuasion strategy and communication effect,and reached a conclusion: At present,the short videos of road traffic safety on TikTok platform,in terms of video types,the scene documentary category is the most.In terms of video theme,road traffic accident is the most popular theme.Most of them have already used nudge factors and achieved good communication effect,and the social norms and expression mechanism have slightly better communication effect than risk nudging.In order to verify the influence of nudge factors on the communication effect of road traffic safety short videos,this study adopted the scenario experiment method and recruited 180 independent IP driving experience subjects through the "Credamo" platform.From the perspective of nudge theory,through the inter-group factor experiment of three groups of traffic safety short videos including risk nudge,social norm nudge and expression mechanism nudge,it was found that:(1)Nudging factors will affect traffic participants’ attitude towards short video of road traffic safety.The attitude of short video of road traffic safety will positively affect their cognition of road traffic safety,and the cognition of road traffic safety will further positively affect their behavioral intention of road traffic safety.Among them,the short video attitude formed by the expression mechanism and the social norm will form a significant difference.The short video attitude formed by the acquired expression mechanism is better than that of the loss category,and the short video attitude formed by the weak social norm is better than that of the strong social norm.There is no significant difference in the audience’s attitude towards the road traffic safety short video attitude formed by the high/low risk nudge factors.The attitude formed by low risk nudging is slightly higher than that of high risk.(2)Traffic participants have significant differences in their attitudes towards short video generated by different nudge factors.The use of expression mechanism and social norm nudge can form a positive short video attitude,while risk nudge can form a negative short video attitude;Different nudging factors have no significant influence on road traffic safety cognition and behavioral intention of traffic participants.The three nudging factors of expression mechanism,social norms and risk can form higher road traffic safety cognition and behavioral intention.At present,risk nudge is the most commonly used boost factor in the field of road traffic safety short videos on TikTok platform.However,the results of this study show that risk nudge is the only nudge factor that can form a negative attitude towards short videos,significantly lower than social norms and expression mechanism nudge,which verifies that people do not like fear appeal.Moreover,the three nudge factors have no significant impact on the road traffic safety cognition and behavioral intention of traffic participants,all of which can form a higher road traffic safety cognition and behavioral intention.Therefore,this study puts forward suggestions for the producers of road traffic safety short videos.The most commonly used risk nudging can reduce the use.Using expression mechanism and social norm nudging factors can achieve better communication effect.Each subject should scientifically utilize the nudging factor in the short traffic video,cleverly design,improve the communication effect of the short traffic video,and promote the road traffic safety in this way.