在线平台竞争功能组合对创作者内容采纳的影响研究——来自视频弹幕类平台的实证检验

The Impacts of Competitive Function Repertoires of Online Platform Creators on Their Content Adoption:Empirical Tests from the Video Barrage Platform

[目的/意义]为在线平台创作者生成内容优化,以及在线平台内容采纳率提升提供新思路。[研究设计/方法]将传统应用于企业竞争策略组合研究的竞争组合理论,拓展到在线平台个人信息情境。以视频弹幕类在线平台“哔哩哔哩”为例,基于二手数据抓取,分析在线平台竞争功能组合的数量、复杂度与异质性对创作者内容采纳的影响。[结论/发现]在线平台情境下,竞争功能组合的数量与异质性会显著正向影响创作者的内容采纳,而竞争功能组合的复杂度会显著负向影响创作者的内容采纳。同时,竞争功能组合数量、复杂度与异质性的影响作用存在交互性。[创新/价值]为视频弹幕类平台的内容生态优化以及创作者的内容采纳率提升提供借鉴,丰富用户行为与信息服务研究的理论和实践体系。

[Purpose/Significance]The purpose of this study is to provide new ideas for optimizing the content generated by online platform creators and improving adoption rate of online platform content.[Design/Methodology]We extended the competitive repertoire theory,which had traditionally been applied in the research of competitive strategy portfolio of enterprises,to the context of online platforms.Taking the video barrage platform'Bilibili'as an example,based on captured second-hand data,this study analyzed the impacts of competitive function repertoire volume,complexity,and heterogeneity on the content adoption of creators.[Findings/Conclusion]The competitive function repertoire volume and heterogeneity significantly positively affect the content adoption of online platform creators,while the competitive function repertoire complexity significantly negatively affects the content adoption of online platform creators.At the same time,the effects of the competitive function repertoire volume,complexity and heterogeneity are interactive.[Originality/Value]This study provides references for optimizing the content ecology of video barrage platforms.It further improves the content adoption rate of creators,and enriches and improves the theoretical and practical systems of research on user behavior and information service.