基于ELM的B站在线教学视频中用户弹幕行为分析

ELM-based analysis of user bullet screen behavior in Bilibili online teaching videos

探究在线教学视频中用户弹幕评论行为的影响因素,可以为弹幕视频网站优化相关功能促进用户交互行为提供参考,从而改善用户在线学习体验.基于精细加工可能性模型(ELM),采用层次回归分析法,归纳在线教学视频中用户弹幕评论行为双重路径的影响因素,并抓取B站的980条英语教学视频数据,提出假设并结合数据进行验证.层次回归结果表明,在中心路径下,视频的传播效果对用户的弹幕评论行为产生显著正向影响;边缘路径中的信源吸引力和视频作者贡献度对弹幕评论行为分别产生显著正向和负向影响.研究提出了相关建议,希望为弹幕视频网站运营商理解用户交互行为、改善服务提供参考.

Exploring the influencing factors of user bullet screen commenting behavior in online teaching videos can pro-vide references for optimizing related functions of bullet screen video websites and promoting user interaction behavior,thus to improve the user experience of online learning.Based on the Elaboration Likelihood Model(ELM)and the use of the hierarchi-cal regression analysis method,the influencing factors of the dual path of user bullet screen commenting behavior in online teaching videos were summarized,and 980 English teaching video data were olleted from Bilibili,and bhypotheses were pro-posed and validated using the data.The results of the hierarchical reression analyais showed that under the central path.the video's propagation efct had a significantly positive impact on user bullet screen commenting behavior;under the peripheral path,the attractiveness of the information source and the author's contribution to the video had a significantly positive and neg-ative effect on bullet screen commenting behavior,respectively.Relevant suggestions were accordingly proposed for bullet screen video website operators to understand user interaction behavior and improve their services.