视频评论特征对观众评论行为的影响—以哔哩哔哩为例

Influence of Video Comments Characteristics on Viewers'Commenting Behaviors——Taking Bilibili as an Example

[目的/意义]在线视频社区中观众的评论发布行为体现着观众之间以及观众与视频作者之间的社会互动,探究在线视频社区中用户评论行为的影响因素,对增强社区用户之间的联系、提升用户社区参与度具有重要意义.[方法/过程]基于竞争者数量效应、信号理论、社会临场感等理论提出已有评论特征对观众评论发布行为影响的研究假设,对哔哩哔哩网站上同一天发布的2075条视频的每日数据进行一周的追踪,使用双向固定效应模型对假设进行检验.[结果/结论]同辈评论数量负向影响视频观众评论发布行为,视频作者评论反馈行为正向影响视频观众评论发布行为,已发表评论中的用户交互程度能够弱化同辈评论数量和作者评论反馈对观众评论发布行为的影响.

[Purpose/Significance]The commenting and publishing behaviors of viewers in online video communities reflect the social interaction between viewers and video uploaders as well as among viewers.Exploring the influencing factors of users'commenting behaviors in online video communities is of great significance in strengthening the relationship among users in video communities and motivate their participation.[Method/Process]Based on the N-effect,signaling theory,and social presence theory,this paper proposed hypotheses regarding how characteristics of the existing comments may influence viewers'comment posting behaviors.The daily data of 2075 videos published on BiliBili.com at the same day were tracked for one week.The two-way fixed effect model was used to test our hypotheses.[Result/Conclusion]The number of peer comments has a negative impact on video viewers'comment posting behaviors,and the comment feedback from video uploaders has a positive impact on viewers'comment posting behaviors.The users'interactivity of the existing comments can weaken the impacts of both the number of peer comments and video uploaders'comment feedback on viewers'comment posting behaviors.