摘要
近几年,各大视频网站如雨后春笋般兴起,观看网络视频也逐渐成为网民们日常生活中不可缺少的一部分。为了提升用户观看视频的体验、增加用户黏度,弹幕这种新的技术形式应运而生,然而对于弹幕能否提高用户的观看体验,或者说弹幕能否吸引更多的用户观看网络视频,不论在网络视频业界还是学术界均未可知。本文基于bilibili网站国产电影的弹幕数据,实证研究弹幕数量和弹幕情感强度对视频流行度的影响,并探讨视频上传者特征(如粉丝数量和上传视频总量)在其中所起的调节作用。研究发现:弹幕数量和弹幕情感强度均对视频流行度产生正向的影响,弹幕数量越多、弹幕情感越强烈,视频的播放量、收藏数量和硬币数量越高。视频上传者的粉丝数量和上传的视频总量会在弹幕数量的影响过程中起负向调节作用。随着视频上传者的粉丝数量、上传视频总量的增加,弹幕数量对视频流行度的正向影响会减弱。视频上传者的粉丝数量和上传的视频总量对弹幕情感强度和视频流行度关系的调节作用不显著。进一步分析发现,相对而言,弹幕情感强度对视频流行度的影响作用较快,而弹幕数量对视频流行度的影响作用较慢。在视频播放一段时间后,弹幕情感强度对视频流行度的影响要高于弹幕数量对视频流行度的影响。本研究拓展了用户创造内容、用户参与、视频流行度等相关领域的研究,并且研究结论对弹幕视频网站的管理者具有重要的管理意义。
With the development of video websites,watching online videos have become a part of people’s life.Danmaku has improved users’ video-watching experience and stickiness.However,the impact of Danmaku on video has been unknown in both the industry and academia.UsingDanmaku data of Chinese film on bilibili website,this paper analyses the impact of Danmaku volume and emotional intensity on Video Popularity,along with the moderating effects of the number of fans and total videos of the video uploader.This study finds that the Danmaku volume and emotional intensity exert a positive impact on video popularity.The impact of Danmaku volume on video popularity is moderated negatively by the number of fans and total videos of the video uploader such that the positive effect is weaker when the number of fans and total videos of the video uploader are higher.Nevertheless,the number of fans and total videos of the video uploader cannot moderate the impact of Danmaku emotional intensity on video popularity significantly.This paper helps managers of Danmaku video websites understand the user participation and enriches the research on the relationship between Danmaku and video popularity.The impulse response analysis further shows that the emotional intensity of Danmaku has a faster effect on the popularity of video,while the number of Danmaku has a slower effect on video popularity.Variance decomposition results show that video popularity is largely affected by its own,and the number of collections and coins are also mainly affected by video popularity.In addition,the variance decomposition results also show that the influence of emotional intensity of Danmaku on the video popularity is greater than that of the number of Danmaku on video popularity.
作者
王霞
梁栋
Wang Xia;Liang Dong(School of Business,Renmin University of China)
出处
《营销科学学报（辑刊）》
2019年第2期132-156,共25页
Journal of Marketing Science
基金
国家自然科学基金项目(71872172)资助成果
中国人民大学2018年度拔尖创新人才培育资助计划成果
关键词
弹幕
弹幕数量
弹幕情感强度
用户参与
视频流行度
Danmaku
Danmaku volume
Danmaku emotional intensity
user participation
video dopularity
