本文通过控制实验的方法,研究互动因素对受众观看视频节目的影响机制,将受众效果研究的“使用与满足”理论与电视观看的“理解、隐喻、语境”等理论加以整合,对受众观看视频节目的效果进行多个层面的探讨,其中包括信息需要、心理需要和社会化需要。研究发现,当施加互动因素之后,受众不仅不能通过讨论获取节目信息,反而会遗失、忽视相当多的信息;互动并不能为受众带来“一来一去”式的讨论,反而是其娱乐需求在互动过程中得到了满足和强化。 This paper studies the influence mechanism of interactive factors on the audience’s watching video programs by means of controlling experiments and integrates the theory of “use and satisfaction” of audience research with the “understanding, metaphor and context” of television viewing , The audience to watch the effect of video programs to conduct a multi-level discussion, including information needs, psychological needs and social needs. The study found that when interactive factors are applied, not only can the audience fail to gain access to the program information through discussion, but rather lose and ignore a considerable amount of information; the interaction can not bring about “one go and one go” discussion to the audience, Entertainment needs in the interaction process has been met and strengthened.