The Influence Factors of User Review Behavior in DANMAKU based on the Uses & Gratifications Theory

Abstract

Video review is an important pathway of interaction for viewing users. Danmaku are increasingly used by users as a new means of interaction. It intended to explore the influencing factors of danmaku review behaviors used by users in the educational video, extract user needs by the social factors and the individual factors, and explore the influence of user needs on the danmaku review behaviors in this study. Not only the research on user behavior can be enriched, but also the developers could be inspired to promote the design of video platform review functions and improve user experience in this study. Therefore, based on the Uses and Gratifications Theory in the article, an initial model of the influencing factors of user danmaku review behavior was constructed by taking the users of Bilibili danmaku screen video website as the research object. Moreover, the questionnaire data were analyzed by SPSS to verify the validity of the research hypothesis and model. Results of study: Combined with the empirical analysis, it was found that cognitive needs, emotional needs, individual integration needs, and stress release needs have a significantly positive impact on the danmaku review behavior of the users.