Research Of The Bullet Curtain User’s Intention And Use Behavior Under Different Degree Of Participation

Social media have made more convenient and diverse changes for users’ information acquisition and online interaction in recent years,which has greatly impacted the traditional way of information dissemination.Users are not only satisfied with passive access to information,but also actively participate in information creation and circulation.This change is virtually promoting the continuous adjustment and reform of social media industry.As a new way of user interactive comments,Bullet curtain has rapidly developed into a highly accepted way of information transmission.From being initially excluded by mainstream media and mainstream users in niche areas,to now becoming a permanent function of mainstream platforms in just a few years,bullet curtain has been accepted by mainstream users.However,despite the quick promotion and popularization of bullet curtain in practice,the academic realm has not paid enough attention to the characteristics,types and how to affect the use of users of this new social media.And sorting out these problems is of great significance to deeply understand the problems related to users’ participation in online interaction,and its conclusion can provide decision-making guidance for relevant operation platforms.The effective adjustment and setting of Bullet curtain comment function of the platform has important practical value for the platform to improve its operation efficiency and user interaction activity,and ultimately promote the platform to achieve greater profits.This paper focus on the users’ intention to use Bullet curtain,combined with qualitative and quantitative analysis,from the perspective of users’ psychological characteristics,information dissemination and users’ perception characteristics,makes an empirical study on the different types of Bullet curtain and the different degrees of users’ participation in Bullet curtain comment interaction.The types of Bullet curtain are divided into synchronous non real-time Bullet curtain and synchronous real-time Bullet curtain according to whether they are real-time or not.According to the depth of users’ participation in Bullet curtain,the behavior of users using Bullet curtain is divided into low-level participation and high-level participation.First,based on the self-regulation theory and user perception theory,this paper discusses the continuous intention of users to use synchronized non real time Bullet curtain.On the basis of model,using questionnaire survey and statistical regression analysis,taking bilibili video website as the research object,this paper focuses on the influence of the positive and negative characteristics of Bullet curtain reviews on users’ emotional response and coping behavior from three levels of evaluation,emotion generation and coping response.The results show that the high degree of synchronization between Bullet curtain review and video content,and synchronization between Bullet curtain reviews have a positive impact on user satisfaction;the information overload of Bullet curtain reviews has a positive impact on users’ social network fatigue,and a negative impact on users’ satisfaction;while user satisfaction and social network fatigue have positive and negative impacts on users’ continuous use intention of Bullet curtain,respectively.Second,in view of the use of synchronous real-time Bullet curtain,this paper introduces the theory of psychological distance across disciplines,and actively discusses the effect of the characteristics of real-time Bullet curtain on shortening users’ temporal distance,space distance and social distance to virtual space,virtual community.The results show that the features of real-time Bullet curtain have a significant positive effect on improving user trust,while the highly interactivity and trustworthy of Bullet curtain reviews have a positive effect on shortening users’ psychological distance,and then have a positive effect on users’ continuous use intention.Finally,aiming at the behavior of users’ high-level participation in sending Bullet curtain comments,this paper takes the live streaming platform as the research object.Besides,we introduce the theory of communication interaction ritual chain to deeply analyze the behavior of streamers and users’ interaction through Bullet curtain comments.On this basis,through the programming software to capture the network data,the paper takes the statistical analysis of the obtained data,and the quantitative analysis of the different factors that affect the user’s behavior in the live streaming room.The results show that male streamer has more advantages than female streamer;the number of streamers’ fans,the start time of live streaming,the number of likes in the live room and the number of gifts sent in the live room will have a positive impact on the number of Bullet curtain comments.Besides,this paper makes a separate study on the two main live streaming types of talent shows and video game.The paper investigates the influence results of the two live streaming types,and also makes a comparative analysis between groups.The results show that there are differences in the influencing factors of users’ high-level participation in Bullet curtain reviews in different types of live streaming.This shows that the platform can implement different customization strategies in some live streaming types to promote the high-level participation of audience users.