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数据分析与知识发现  2023, Vol. 7 Issue (2): 1-14     https://doi.org/10.11925/infotech.2096-3467.2022.0968
  专题 本期目录 | 过刊浏览 | 高级检索 |
Reaction视频的用户弹幕评论行为生成机制探索——基于认知-情感系统理论*
叶许婕1,赵宇翔1(),张轩慧2
1南京理工大学经济管理学院 南京 210094
2南京大学信息管理学院 南京 210023
Exploring the Generation Mechanism of User’s Danmaku Commenting Behavior in Reaction Videos——Based on Cognitive-Affective Personality System Theory
Ye Xujie1,Zhao Yuxiang1(),Zhang Xuanhui2
1School of Economics & Management, Nanjing University of Science & Technology, Nanjing 210094, China
2School of Information Management, Nanjing University, Nanjing 210023, China
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摘要 

目的】 探索Reaction视频(简称反应视频)用户的弹幕评论行为生成原因,并为弹幕视频内容创作中的价值共创提供理论支撑。【方法】 以哔哩哔哩视频网站的反应视频为例,选取不同分区的11个热门视频的弹幕信息资源作为分析样本,利用扎根理论开展编码研究。同时,结合认知情感系统理论(CAPS)框架,构建反应视频弹幕评论行为生成机制理论模型。【结果】 基于CAPS理论视角的反应视频用户弹幕评论行为总体遵循“情境-认知情感单元-行为”的路径。同时,用户的知识积累也会直接影响弹幕评论行为。【局限】 基于扎根理论构建的模型可能存在一定主观性偏差,仍需进一步对大样本反应视频进行分析以检验模型的普适性。【结论】 该模型为促进新兴数字内容的传播与弹幕视频内容创作中的价值增值、转化和共创提供了参考。

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叶许婕
赵宇翔
张轩慧
关键词 反应视频弹幕CAPS理论扎根理论评论行为    
Abstract

[Objective] This paper aims at exploring the underlying reasons for the generation of users’ danmaku commenting behavior in reaction videos, and contributing to the literature on value co-creation in the content creation of danmaku videos. [Methods] This paper takes reaction videos of the Bilibili video website as examples. By selecting the danmaku resources of 11 popular videos in different camps as samples, we conduct open coding using the grounded theory approach. Based on the Cognitive-Affective Personality System Theory (CAPS) framework, this paper builds a theoretical model of the generation mechanism of user’s danmaku commenting behavior in reaction videos. [Results] The results suggest that the user’s danmaku commenting behavior in reaction videos based on CAPS theory generally follows the path of “situation-Cognitive-Affective Units -behavior”. In addition, users’ knowledge accumulation will also directly affect danmaku commenting behavior. [Limitations] The model constructed using grounded theory may have subjective bias. There is a pressing need to test the generalizability of the model based on the further analysis of large sample reaction videos. [Conclusions] This model yields implications for promoting the dissemination of emerging digital content, and sheds light on the value-added, value transformation and value co-creation in the content creation of danmaku video.

Key wordsReaction Video    Danmaku    CAPS Theory    Grounded Theory    Commenting Behavior
收稿日期: 2022-09-15      出版日期: 2023-03-28
ZTFLH:  G251  
基金资助:*国家自然科学基金面上项目(72074112);江苏省研究生科研与实践创新计划项目的研究成果之一(SJCX22_0154)
通讯作者: 赵宇翔,ORCID:0000-0001-9281-3030,E-mail:yxzhao@vip.163.com。   
引用本文:   
叶许婕, 赵宇翔, 张轩慧. Reaction视频的用户弹幕评论行为生成机制探索——基于认知-情感系统理论*[J]. 数据分析与知识发现, 2023, 7(2): 1-14.
Ye Xujie, Zhao Yuxiang, Zhang Xuanhui. Exploring the Generation Mechanism of User’s Danmaku Commenting Behavior in Reaction Videos——Based on Cognitive-Affective Personality System Theory. Data Analysis and Knowledge Discovery, 2023, 7(2): 1-14.
链接本文:  
https://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/10.11925/infotech.2096-3467.2022.0968      或      https://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/Y2023/V7/I2/1
Fig.1  弹幕存储页面
初始概念 原始资料语句
刷屏 哈哈哈哈哈哈哈
玩梗 人民艺术家请求出战
赞赏 真的!有秋怡这种队友太幸福了
自豪 这就是同时做编曲和舞台的优势
吐槽 头一次见到盗版那么嚣张
共鸣 啊啊啊,我也要去成都看熊猫
与弹幕互动 哈哈哈前面的等等 我也突然喜欢周学年了
原视频内容解读 一说到汽车品牌的时候我就知道是要讲特斯拉了
应援 南韩舞王金钟仁
科普解释 错误不是房东造成的,告知房东诉讼风险,然后再往中介那边归错
身份声明 啊啊啊啊啊202女孩太自豪啦
与反应主体互动 up说的很对,真实的职场就是这样的
重复反应主体观点 up也说了,确实有抄袭之嫌
音乐欣赏 凤凰传奇的和声真的天花板级别
选秀舞台 三木编舞真的绝
反应视频创作 时长好评
…… ……
Table 1  开放性编码及原始语句
主线 子范畴 初始概念
原视频
主线
游戏认知 游戏技能
竞技比赛认知 竞技比赛
科技认知 科技产品
社会问题认知 社会问题
职场认知 职场
艺术认知 选秀舞台、时尚品牌、音乐欣赏、动画
正向情感 喜爱、感动、自豪
负向情感 厌恶、失望、难过、遗憾
娱乐行为 玩梗、刷屏
情感表达行为 赞赏、共鸣、吐槽
社交互动行为 与弹幕互动
信息创作行为 应援、原视频内容解读
身份声明行为 身份声明
反应主
体反应
主线
游戏认知 游戏技能
竞技比赛认知 竞技比赛
科技认知 科技产品
社会问题认知 社会问题
反应视频创作认知 反应视频创作
职场认知 职场
艺术认知 选秀舞台、时尚品牌、音乐欣赏、动画
正向情感 喜爱
信息创作行为 科普解释
重复反应主体评论行为 重复反应主体观点
社交互动行为 与反应主体互动
情感表达行为 赞赏、共鸣
娱乐行为 玩梗
Table 2  主轴编码
主线 主范畴 子范畴 范畴内涵
原视频主线
反应主体反应主线
文化认知 游戏认知 反应视频弹幕用户对游戏技能方面的认知
竞技比赛认知 反应视频弹幕用户对竞技比赛方面的认知
科技认知 反应视频弹幕用户对科技产品方面(包括科技产品质量、性能、技术等)的认知
艺术认知 反应视频弹幕用户对选秀舞台、时尚品牌、音乐欣赏、动画等方面的认知
社会认知 社会问题认知 反应视频弹幕用户对社会问题方面的认知
职场认知 反应视频弹幕用户对职场方面的认知
反应主体反应主线 视频创作认知 反应视频创作认知 反应视频弹幕用户对反应视频在视频时长、视频质量等创作方面的认知
原视频主线
反应主体反应主线
情感 正向情感 反应视频弹幕用户带有积极情感的评论
原视频主线 负向情感 反应视频弹幕用户带有消极情感的评论
原视频主线
反应主体反应主线
行为 娱乐行为 反应视频弹幕用户为满足自身娱乐需求产生的行为,如玩梗、刷屏
情感表达行为 反应视频弹幕用户为满足自身情感需求产生的行为,如赞赏、吐槽
社交互动行为 反应视频弹幕用户为满足自身社交需求产生的行为,如与弹幕互动、与反应主体互动
信息创作行为 反应视频弹幕用户基于自身原有知识及个人偏好,产生的创作行为,如科普解释、应援、原视频内容解读
原视频主线 身份声明行为 反应视频弹幕用户为使发布的弹幕更具影响力或真实性,产生的阐明身份的行为
反应主体反应主线 重复反应主体评论行为 反应视频弹幕用户为表示对反应主体观点的赞同,产生复述反应主体评论并发表的行为
Table 3  范畴关系与内涵
典型关系 关系结构 关系结构的内涵
认知→行为 因果关系 弹幕用户对娱乐、社会、科技的认知会直接影响社交互动、信息创作等弹幕评论行为的产生
认知→情感 中介关系 弹幕用户的各种认知会影响正面或负面情感的产生,进而影响情感表达行为的产生
Table 4  主范畴关系结构
Fig.2  基于CAPS的反应视频用户弹幕评论行为生成机制模型(原生内容)
Fig.3  基于CAPS的反应视频用户弹幕评论行为生成机制模型(次生内容)
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