弹幕内容对虚拟社区感的影响  

The Impact of Bullet Screen Content on the Sense of Virtual Community

作　　者：史咏衡 赵玉芳 赵超然 宫文卓 徐子媛 SHI Yongheng;ZHAO Yufang;ZHAO Chaoran;GONG Wenzhuo;XU Ziyuan(Faculty of Psychology,Southwest University,Chongqing 400715,China;College of Economics and Management,Southwest University,Chongqing 400715,China;Division of Psychology and Language Sciences,University College London,London WC1H 0AP,United Kingdom)

机构地区：[1]西南大学心理学部,重庆400715 [2]西南大学经济管理学院,重庆400715 [3]伦敦大学学院心理学与语言科学系,伦敦WC1E 6BT

出　　处：《心理技术与应用》2024年第12期713-722,共10页Psychology(Techniques and Applications)

基　　金：重庆市大学生创新创业训练计划资助项目(S202210635061)。

摘　　要：弹幕是一种即时字幕评论功能,通过将观众的实时评论呈现在视频画面之上,创造用户共同观看的体验。本研究通过行为和眼动实验检验弹幕内容与虚拟社区感的关系,采用单因素被试内设计,自变量为弹幕内容(有梗与无梗),测量被试观看弹幕视频时的注意偏向、弹幕卷入度以及虚拟社区感。结果表明,相比无梗弹幕,被试对有梗弹幕存在更多的注意偏向,并且对有梗弹幕视频的卷入度更高,产生了更强的虚拟社区感。研究证明有梗弹幕具有作为弹幕虚拟社区内群体的共同符号和身份标识的独特价值,弹幕卷入度解释了弹幕内容影响虚拟社区感的作用机制。With the rise and growth of bullet screen videos,academic interest in“danmaku culture”is growing.The bullet screen feature superimposes time-synchronized user comments on videos,creating a unique shared viewing experience for online audiences.This study aims to explore the mechanisms by which bullet screen content influences users'sense of virtual community.Using a combination of behavioral and eye-tracking experimental methods,the study investigated the relationship between type of bullet screen comments and the sense of virtual community,and also examined the mediating role of bullet-screen involvement.The results of the study showed that compared to non-meme bullet screens,memes attracted more users'attention,promoted higher involvement in the bullet screen videos,and enhanced the sense of virtual community.This study reveals that danmaku memes are common symbols and markers of group identity in a virtual community of bullet screen videos,and elucidates the intrinsic mechanism by which the type of bullet screen comment affects the sense of virtual community.

关 键 词：弹幕梗 虚拟社区感 卷入度 眼动技术 

分 类 号：B849[哲学宗教—应用心理学]