The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2022-12-17 DOI:10.1108/jrim-06-2022-0160

Keshan (Sara) Wei

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引用次数: 2

Abstract

PurposeIn the present world of constant connectivity, the barrage system, as a system of real-time dynamic comments coupled with video content, has become a popular interactive system technology for video sharing platforms. This study investigates how barrage system fluctuation characteristics, namely, barrage fluctuation amplitude and frequency, impact user interaction.Design/methodology/approachThe research model was estimated with a fixed-effects regression applied to a longitudinal panel dataset collected from one of the most popular video sharing platforms in China (Bilibili.com).FindingsBarrage fluctuation frequency has positive effects on users' real-time (synchronous) barrage interaction and the traditional (asynchronous) comment interaction. Barrage fluctuation amplitude has a positive effect on users' real-time (synchronous) barrage interaction but a negative effect on traditional (asynchronous) comment interaction. In addition, the interaction effects of the barrage fluctuation frequency and the barrage fluctuation amplitude on user interaction show adverse effects.Originality/valueThe results revealed the impact of different barrage fluctuation characteristics on different forms of interaction and provide important theoretical contributions and managerial implications in terms of user interaction on video sharing platforms.

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弹幕系统波动对数字视频平台用户交互的影响:基于信号理论和社会影响理论的视角

在不断连接的当今世界，弹幕系统作为一种实时动态评论与视频内容相结合的系统，已经成为视频分享平台的一种流行的交互系统技术。本研究探讨弹幕系统波动特性，即弹幕波动幅度和频率对用户交互的影响。设计/方法/方法采用固定效应回归方法对中国最受欢迎的视频分享平台之一(Bilibili.com)的纵向面板数据集进行估计，发现弹幕波动频率对用户实时(同步)弹幕互动和传统(异步)评论互动具有正向影响。弹幕波动幅度对用户实时(同步)弹幕交互有正向影响，对传统(异步)评论交互有负向影响。此外，弹幕波动频率和弹幕波动幅度对用户交互的交互效应表现出不利影响。研究结果揭示了不同弹幕波动特征对不同交互形式的影响，为视频分享平台用户交互提供了重要的理论贡献和管理启示。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.