用户弹幕评论行为影响因素实证分析
An Empirical Analysis on Factors Influencing Users'Bullet Commenting Behavior
易臣何 1文逸聪1
作者信息
摘要
文章在社会认知理论的基础上对用户弹幕评论相关文献进行梳理,结合专家咨询法确定出4方面15项影响因素,采用解释结构模型(ISM)和交叉影响矩阵相乘法(MICMAC)分析用户弹幕评论行为影响因素之间的关联路径和层级关系,并对其结果进行讨论.研究发现:表达需求、信息需求、视频热度等因素对用户参与弹幕评论行为影响较大;内容价值性、网站信任等因素起到承上启下的作用;感知认同、感知互动等因素驱动力低、依赖性高,易受其他因素影响;可以通过提升用户信息素养、提高视频内容质量和优化用户参与体验等措施引导用户弹幕评论行为.
Abstract
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.
关键词
弹幕评论/影响因素/用户参与/ISM-MICMACKey words
bullet comment/influencing factors/user participation/ISM-MICMAC引用本文复制引用
出版年
2024
NETL
NSTL
万方数据