An Empirical Analysis on Factors Influencing Users'Bullet Commenting Behavior
With a literature review of users'bullet comments based on social cognitive theory,this paper identifies 15 influencing factors in 4 aspects using the expert consultation method.It analyzes the correlation path and hierarchical relationship among the influencing factors of users'bullet commenting behavior by means of ISM and MICMAC.This study suggests that factors such as expressive need,information demand,and video popularity have a greater influence on users'participation in bullet comments;factors such as content value and website trust serve as the connecting link between the previous and the next;and factors such as perceived identity,perceived interaction have a low driving force and high dependency,which are easily influenced by other factors.It is recommended that users'bullet commenting behavior should be guided by enhancing users information literacy,improving the quality of video content,and optimizing users'participation experience.
NETL
NSTL
万方数据
