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
[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.
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.
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