基于双重体验视角的大学生用户弹幕互动参与行为研究

Research on College Students’User Bullet-screen Interactive Participation Behavior Based on Dual Experience Perspective

[目的/意义]弹幕成为大学生生活中流行的新型互动模式,探究大学生用户弹幕互动参与行为的影响因素,有助于促进视频网站平台中弹幕健康发展。[方法/过程]基于刺激—机体—反应(SOR)理论,结合显著—解释理论,运用内容分析法提炼弹幕的显著特征与解释特征,构建基于双重体验视角的大学生用户弹幕互动参与行为模型,运用结构方程模型(SEM)对影响因素路径进行分析,探索弹幕特征、用户双重体验和参与意愿的关系。[结果/结论]空间增强对社会临场感没有影响,对感知侵扰存在正向影响;时间临近、信息补充、情感功效对社会临场感和感知侵扰有显著影响;社会临场感和感知侵扰是影响用户参与意愿的主要因素。

[Purpose/significance]Bullet-screen has become a popular new interactive mode in the lives of college students.Exploring the influencing factors of college students’interaction and participation in bullet-screen is helpful to promote the healthy development of bullet-screen in video website platform.[Method/process]Based on the stimulus-organism-response(SOR)theory and the significant-explanation theory,this paper uses content analysis method to extract the significant and explanatory features of bullet-screen,constructs the interactive participation behavior model of college students’bullet-screen based on the dual experience perspective,and uses structural equation model(SEM)to analyze the influencing factor path and explore the relationship between bullet-screen features,user dual experience and participation intention.[Result/conclusion]Spatial enhancement has no effect on social presence,but has a positive effect on perceived intrusion.Time proximity,information supplement and emotional efficacy have significant effects on social presence and perceived intrusion.Social presence and perceived intrusion are the main factors that affect users’willingness to participate.