Proceedings of the 2023 4th International Conference on Education, Knowledge and Information Management (ICEKIM 2023)

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Research on the Influencing Factors of Online Video Danmaku Watching and Participation

Authors
Junfeng Liao1, 2, *, Rundong Li1, Huizhong Liao1, Junkai Huang3
1Department of Electronic Business, South China University of Technology, Guangzhou, China
2School of Economics and Management, Kashi University, Kashi, China
3School of Business Administration, South China University of Technology, Guangzhou, China
*Corresponding author. Email: ljf@scut.edu.cn
Corresponding Author
Junfeng Liao
Available Online 30 June 2023.
DOI
10.2991/978-94-6463-172-2_75How to use a DOI?
Keywords
danmaku; social presence; immersion
Abstract

This study attempts to explore the internal mechanism of how the characteristics of danmaku affect users’ sense of video-watching experience and then affect users’ behavior. This study puts forward seven dimensions that describe the characteristics of danmaku. Then the research model is established based on thread cognition theory and immersion theory. Data were collected by issuing a scale to the users of danmaku, and the structural equation method was adopted to analyze the influence of the characteristics of danmaku on users’ sense of social presence and immersion. The influence on users’ intention to watch and participate and the moderating effect of users’ multithreading preference on the above relationship was further explored. From the analysis results, it can be seen that there are four ways that danmaku characteristics affect viewing intention and participation intention: danmaku characteristics → watching intention, danmaku characteristics → social presence → immersion → watching intention; danmaku characteristics → watching intention → participating intention, danmaku characteristics → social presence → immersion → watching intention → participating intention. The results show that social presence and immersion partially mediate the effect of danmaku characteristics on viewing intention.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 4th International Conference on Education, Knowledge and Information Management (ICEKIM 2023)
Series
Atlantis Highlights in Computer Sciences
Publication Date
30 June 2023
ISBN
10.2991/978-94-6463-172-2_75
ISSN
2589-4900
DOI
10.2991/978-94-6463-172-2_75How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Junfeng Liao
AU  - Rundong Li
AU  - Huizhong Liao
AU  - Junkai Huang
PY  - 2023
DA  - 2023/06/30
TI  - Research on the Influencing Factors of Online Video Danmaku Watching and Participation
BT  - Proceedings of the 2023 4th International Conference on Education, Knowledge and Information Management (ICEKIM 2023)
PB  - Atlantis Press
SP  - 711
EP  - 721
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-172-2_75
DO  - 10.2991/978-94-6463-172-2_75
ID  - Liao2023
ER  -