Art and Design / IED / Volume 2 / Issue 6 / DOI: 10.61369/IED.9207
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弹幕对视频平台用户粘性的影响机理研究

吴蝶 张
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1 南京航空航天大学, 南京航空航天大学
IED 2024 , 2(6), 83–88;
Published: 20 June 2024
© 2024 by the Author. Licensee Art and Design, USA. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution -Noncommercial 4.0 International License (CC BY-NC 4.0) ( https://creativecommons.org/licenses/by-nc/4.0/ )
Abstract

弹幕作为一种独特的用户互动形式,已经成为许多视频平台的重要组成部分。它不仅为用户提供了一个即时表达观点和情感的平台,还促进了用户与平台以及用户之间的交流与互动。本研究基于信息系统持续使用理论和社会认同理论,结合视频平台弹幕功能的具体特征,从用户感知视角出发,构建弹幕对平台用户粘性的影响路径,并通过问卷调查和实证分析验证了模型的合理性。研究发现,弹幕功能可以通过提升用户体验、增强社交属性以及构建独特的社区文化等方面,对视频平台用户粘性产生显著正向影响。

Keywords
用户粘性
弹幕
感知互动
身份认同
社会临场感
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International Economy and Development, Electronic ISSN: 2995-4355 Print ISSN: 2995-4339, Published by Art and Design