弹幕视频网站用户持续使用行为的影响因素及其可解释性分析——基于感知价值的视角  

Study on the Influencing Factors and its Explainability of Users' Continuous Use Behavior of Bullet Screen Video Website——Perspective Based on Perceived Value

作　　者：李伟卿 汪文涛 黄炜 张瑞 Li Weiqing;Wang Wentao;Huang Wei;Zhang Rui(School of Economics and Management,Hubei University of Technology,Wuhan 430068,China;Business School,Wuhan Qingchuan University,Wuhan 430204,China;Hubei Circular Economy Development Research Center,Wuhan 430068,China)

机构地区：[1]湖北工业大学经济与管理学院,湖北武汉430068 [2]武汉晴川学院商学院,湖北武汉430204 [3]湖北省循环经济发展研究中心,湖北武汉430068

出　　处：《现代情报》2023年第12期63-72,共10页Journal of Modern Information

基　　金：国家社会科学基金项目“价值共创视角下顾客参与的质量贡献机制研究”(项目编号:17BGL090);湖北省高等学校哲学社会科学研究重大项目“新时代高校突发事件网络舆情分析与引导机制研究”(项目编号:19ZD025)。

摘　　要：[目的/意义]视频被广泛使用在各种网络应用中,研究弹幕视频网站用户持续使用行为的影响因素,具有重要的学术价值和商业价值。[方法/过程]本文使用Bilibili网站的视频特征数据和用户行为数据,构建多元线性回归及基于机器学习的SHAP可解释模型,从内容感知价值、情感感知价值和社会感知价值3个维度探讨视频用户持续使用行为的影响因素及其影响的重要性和正负性。[结果/结论]研究发现:点赞数量最大程度地代表了用户对于视频的内容感知价值,内容感知价值对用户持续使用行为影响总是最高;在粉丝数量中等偏高的up主(视频制作者)中,情感感知价值对用户持续使用行为影响较高,而在粉丝数量最高的up主中,社会感知价值对用户持续使用行为影响更高。[Purpose/Significance]Video is widely used in various network applications.It is of great academic and commercial value to study the influencing factors of users' continuous use behavior of bullet screen video website.[Method/Process]Video feature data and user behavior data of Bilibili website were used to construct multiple linear regression and SHAP interpretable model based on machine learning,and explore the influencing factors of video users' continuous use behavior and the importance,positive and negative of its influencing polarity from three dimensions of content perceived value,emotional perceived value and social perceived value.[Result/Conclusion]The study finds that the number of likes represents the user's content perceived value of the video mostly,and the content perceived value has the highest impact on the user's continuous use behavior;among the up hosts(video producers)with a medium to high number of fans,emotional perceived value has a higher impact on users' continuous use behavior,while among the up hosts with the highest number of fans,social perceived value has a higher impact on users' continuous use behavior.

关 键 词：弹幕视频网站 感知价值 SHAP可解释模型 用户持续使用行为 哔哩哔哩网站 

分 类 号：G252[文化科学—图书馆学]