网络直播平台中弹幕用户信息参与行为研究——基于沉浸理论的视角

The Theoretical Model of Bullet Screen Users' Participative Behavior in Network Broadcast Platform——Based on the Perspective of Flow Theory

【目的/意义】在网络直播平台环境中,基于沉浸理论的视角对弹幕用户信息参与行为展开研究,为研究弹幕信息行为研究提供一定的理论基础,同时为网络直播平台提供管理借鉴。【方法/过程】分析了互动性、可视性、娱乐性和有用性的弹幕信息特性在对弹幕信息沉浸状态的影响作用,以及沉浸状态下用户的弹幕参与行为。【结果/结论】在刺激-机体-反应-(S-O-R)模型范式下,构建网络直播平台中弹幕信息用户参与行为理论模型。

【Purpose/significant】In the context of network broadcast platform, based on the perspective of flow theory, this paper studies bullet screen users＇ information participative behavior and provide a theoretical basis for researches on bullet screen information behavior. Moreover, the study also provides management references for network broadcast platforms.【Method/process】This paper analyzes the influence of bullet screen information features such as interactivity, visibility,recreation and usefulness on bullet screen information immersion state, and users＇ bullet screen participative information behavior under the immersion state.【Result/conclusion】With the stimulus-object-response model paradigm, we construct the theoretical model of bullet screen users＇ participative behavior in network broadcast platform.