[Objective] Explore the underlying reasons for the generation of users’ danmaku commenting behavior in reaction videos, and provide theoretical support for value co-creation in the content creation of danmaku videos.

[Method] This paper takes reaction videos of the Bilibili video website as an example. By selecting the danmaku resources of 11 popular videos in different divisions as analysis samples, we carry out open coding using the grounded theory approach. Based on the Cognitive-Affective Personality System Theory (CAPS) framework, this paper constructs 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 video 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 some subjective bias and further analysis of large sample response videos is needed to test the generalizability of the model.

[Conclusions] This model yields implications for promoting the dissemination of emerging digital content and value-added, transformation and co-creation in the content creation of danmaku video.