“共视”体验需求驱动的弹幕视频用户消费行为研究  

User Consumption Behavior of Bullet-Comment Video Driven by Co-View Experience

作　　者：袁海霞[1] 陈安娜 Yuan Haixia;Chen Anna

机构地区：[1]安徽大学商学院,合肥230039

出　　处：《复印报刊资料（市场营销）》2023年第11期75-84,共10页

基　　金：安徽省哲学社会科学规划一般项目(AHSKY2019D015)。

摘　　要：基于语义特征构建弹幕评论类型识别模型,在对弹幕的类型预测分析的基础上,探究不同类型的弹幕对在线消费行为影响的理论模型。结果发现:弹幕对在线消费行为过程的影响存在“羊群效应”。整体上的弹幕数量和弹幕情感对消费行为过程有一定的影响。内容型弹幕的数量和情感能够刺激用户的体验和信任,通过购后体验的提升进一步推动深度购买行为的出现。情感型弹幕数量和情感负向影响个体体验。交流型弹幕数量的增多能够有效推动互联网分享行为出现。以上结论丰富了即时评论的研究成果,对弹幕广告设计、弹幕信息管理等都具有重要的实际应用价值。A bullet-comment type recognition model is constructed based on semantic features,and then the im-pact of the bullet-comment type on online consumption behavior is explored on the basis of prediction and analysis of types of bullet-comments.The results show that:there is a"herd effect"in the influence of bullet-comments on the process of online consumption behavior.On the whole,the volume and emotion of bullet-comments influence the pro-cess of consumption behavior.The volume and emotion of content-related bullet-comments can stimulate users'expe-rience and trust,and further promote the deep purchase behavior through improvement of post-purchase experience.The volume and emotion of sentiment-related bullet-comments negatively affect individual experience.The increase in volume of communication-related bullet-comments has a positive effect on sharing behavior.The above conclu-sions enrich the research about instant comments and also have important practical value for the advertising design and the management of bullet-comments.

关 键 词：内容型弹幕 情感型弹幕 交流型弹幕 在线消费行为 

分 类 号：G206[文化科学—传播学] F713.55[经济管理—市场营销]