Effect of online video infotainment on audience attention

This study investigates the impact of online video infotainment on audience attention, using regression analysis to examine its effects on attention breadth, depth, engagement, and validity. Results show that highly positive emotions negatively impact attention across all dimensions, while negative emotions positively affect breadth, engagement, and validity, but negatively affect depth. Content storytelling, celebrity presence, soft news themes, and sensational headlines all positively influence attention. Platform features like diverse presentation methods and authoritative media sources also show positive effects, while the number of topics negatively impacts attention.

Xinran Dai, Jing Wang