| In recent years,with the fast development of barrage of video websites,the websites bring a new user viewing experience,and create a series of popular network culture.The barrage of video websites which originally focus on ACG culture has been gradually accepted by the public.The growing users of bullet screen video has high development potential.The barrage of video websites,in fact,provide users with video sharing as the vitual community.The interactions between the vitual community and members and between members actually is a process of value co-creation.Bcause the barrage of video websites have a good performance in user viscosity and activity,they have some reference for other video sites.At present time,the research on the barrage of video websites is few.The research on participating in value co-creation of barrage of video websites has not been fully addressed in academia.The author hope this research can provide new research ideas for other researchers and have broached the subject.The study explores the factors that affect the intention of users to participate in value co-creation of barrage of video websites through the method of combination of qualitative and quantitative analysis.The paper includes five parts:the first chapter is the introduction,and it introduces the background,significance and methods of this study in whole.The second chapter is a literature review that combines the current domestic and foreign research results about the co-creation,barrage of video websites and value co-creation of barrage of video websites.The third chapter is the model construction.On the basis of the known classical theory,the chapter establish the research model and explain the variable indicators combining with the feature of barrage of video websites.The fourth chapter is the empirical analysis,using the online questionnaire to obtain research data.Firstly,the chapter carry out the basic information and descriptive statistical analysis of the sample data.Then we test the reliability and validity of the model to prove that it meets the research requirement.Finally,we confirm the validity of hypothesis through the hypothesis is verified by the results of the correlation analysis and multiple regression analysis.In the final part is the conclusion and the suggestion,summarizes the conclusion of this study,puts forward the corresponding countermeasures and suggestions,points out the shortcomings in the research,and looks forward to the future research direction.This study concludes that:(1)informational motivation,social motivation,entertaining motivation are significantly positively correlated with perceived usefulness.These factors have a significant effect on perceived usefulness.(2)external reward,perceived usefulness,perceived ease of use,social identity are significantly positively correlated with engaging intention,and perceived risk and engaging intention are significantly negative correlation.The higher users of the barrage video site feel the degree of external incentives,perceived usefulness,perceived ease of use and the social identity,the greater the possibility that they participate in value co-creation of barrage of video websites.And social effect has no effect on the users' intention to engage in value co-creation of barrage of video websites.According to the conclusions,this study puts forward four suggestions to enhance the users' intention to engage in value co-creation of barrage of video websites:(1)make full use of the motive of participation to stimulate the intention to engage.(2)improve the technology acceptance degree to strengthen the willingness to participate.(3)enhance social identity to enhance the intention to engage.(4)pay attention to perceived risk to protect the willingness to participate.At the same time,we hope that future research can be developed through the following three efforts:improve the quality of the sample,deepen the depth of research and refine the object of study. |
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