Differences In The Usage Motives Of Live Commenting Video, And The Impact Of Usage Motives On The Degree Of Participation As Well As Dependence

Live commenting video is a branch of online video. Based on the technology of live commenting player, live commenting video allows users to post comments in the form of subtitles which will instantly scroll on the screen. In recent years, live commenting video is favored by the Internet industry due to the large web traffic brought by it. This paper is aimed at finding out the major motives of the users for using live commenting video, based on which, it also discusses the differences in usage motives caused by demographic variables on live commenting video and the impact of usage motives on the degree of participation as well as dependence.This paper makes an overview of live commenting video by explaining the concept, sorting out its history, summarizing its characteristics and analyzing its advantages and disadvantages. Then by adopting content analysis method, it found out that the motives for users to post live comments mainly include expression motive, identification motive, interaction motive, information motive and entertainment motive. Finally, this paper explores the general motive for users to use live commenting video by means of questionnaires. Results show that conformity motive is the key motive for live commenting video. It is followed by entertainment motive, identification motive, expression motive, information motive and novelty motive. With different demographic variances, there will be distinct differences among some usage motives of the live commenting video. The degree of participation is in significantly positive correlation to conformity motive, expression motive, entertainment motive and information motive, etc. The degree of dependence is in significantly positive correlation to expression motive, information motive, identification motive, conformity motive, entertainment motive and novelty motive, etc.