上世纪60年代，威廉·斯蒂芬森提出了“传播游戏理论”，强调了媒介的娱乐性功能，关注人们在使用媒介时的体验感。随着互联网技术革命的推进，当前传播媒介正处于发展和转型时期，强调用户在传播环节中的价值和重要性，已有的媒体形态逐步通过自我革新进化，注重“人”的主体性。越来越多的媒介尝试从用户体验角度出发，完善媒介形态设计，从而达到更好的传播效果。近年来，短视频行业呈现出“井喷式”增长的状态，闲暇时间“刷短视频”的生活方式日趋普遍，短视频正逐渐融入人们的生活，并以其独特的传播特点影响并改变着人们的社交模式和媒介使用，使人“沉浸其中”，带来了全新的用户体验。在“注意”渐渐成为稀缺资源的信息时代，传播者需要考虑到软件使用过程中信息的呈现形式，以最大效率地吸引用户注意，达到精准传播的效果。
过往研究表明，交互界面在视觉层面对于用户的注意和认知过程存在影响，并在技术使用层面上影响用户体验。因此，不同短视频交互界面所吸引用户投入的注意资源究竟是否存在差异？交互界面设计所影响的注意资源投入是否和用户体验的评价直接相关？本文试图从多维度解决上述问题。
本研究引入了认知神经科学的研究方法，从媒介交互界面和用户体验的角度出发，运用传播学与认知神经科学的交叉学科思维，从生理、心理和行为等多个层面探究短视频APP交互界面对于人脑信息自动加工机制及用户体验的影响。结果显示，瀑布流交互界面有助于降低用户在使用短视频APP时寻找喜爱视频的难度，提高了对软件的控制感，但在使用简易程度和用户专注层面，上下滑交互界面更胜一筹。尽管在用户自我报告层面，两种交互界面设计在多个维度的评价存在显著差异，但从信息加工机制的层面来看，两种交互界面模式并不会对用户的注意程度造成显著影响。这在一定程度上也证明，在考察某一媒介的传播效果和用户评价时，不应该把眼光仅仅局限于媒体的技术层面。交互界面能够实现用户与界面之间的对话或信息交换，但并不能从生理认知机制上对用户产生决定性影响，用户的认知效果可能还受到信息交互方式之外的其他因素的影响，有待后续进一步深入研究。

William Stevenson put forward the ‘communication game theory’ in the last century, which emphasized the entertainment function of media and paid attention to people’s experience and feeling in the process of using media. The media is undergoing a major transformation driven by the technological revolution of the internet, the importance of “People” in the process of communication is becoming increasingly prominent, and the existing media forms have gradually evolved through self-innovation, to achieve the integration with people at the level of the subject. More and more people try to change the media form design in the view of user experience, so as to achieve a better communication effect. In the past two years, short video has experienced a rapid growth spurt, which has been developing and penetrating into people’s daily life, gradually influencing and changing people’s social ways and media use behavior. It is worth noting that the short video with its unique characteristics of dissemination makes people “Immersed in”, which becomes a sharp weapon to “kill time”, brings us a new user experience. In the information age when “attention” is becoming a scarce resource, communicators need to take into account the presentation of information in the process of software use in order to attract the attention of users efficiently and achieve accurate dissemination. Previous studies have shown that interactive interfaces have an impact on the attention and cognitive processes of users at the visual level, and on the user experience at the technical use level. Therefore, is there any difference in the attention resources attracted by different short video interfaces? Is the input of attention resources influenced by the design of interactive interfaces directly related to the evaluation of user experience? This study tries to solve the above problems.
This study applies the methods of cognitive neuroscience to the field of communication, based on the interdisciplinary thinking of communication, psychology and cognitive neuroscience, the effects of short video APP interface on human brain information automatic processing mechanism and user experience were studied from neural and behavioral aspects. 
Results show that the waterfall interface helps to reduce the difficulty of finding a favorite video while using a short video APP, and improves the sense of control over the software, but at the level of ease of use and user focus, the interface of ‘sliding up and down’ is better. Although there are significant differences in multiple dimensions of user self-reporting between the two interface designs, from the perspective of information processing mechanism, the two modes of interaction did not affect the level of user attention significantly. This also proves that we should not only look at the technical level of the media when we examine the communication effect and user evaluation of a certain media. The interactive interface can’t have a decisive influence on the user from the physiological cognition mechanism, the cognitive effect of users may be influenced by other factors besides the way of information interaction, which needs further research.