A Study On User Perceived Quality Evaluation Of Danmaku Vedios

With the upgrade of mobile communication network technology and the popularity of terminal portable devices like smart phones,tablets,it provides an attractive environment for the development of danmako vedios.Nowadays,network videos with danmako function have gradually become the mainstream,and have been recognized by most young people.However,because of the increase in the number of users and the constant change of customer demands,there are still many weakpoints and shortcomings in danmako vedios,which affect user experience.This study takes the perceived quality of the video users as the research object,and explores its influencing factors through empirical research.Firstly,this study reviews the relevant literatures at home and abroad.It is found that the danmako research mainly focuses on three aspects,including the feature,the behavior and the spread of danmako.Also,a small amount of literature explored the danmako technology.At the same time,theories about the quality are also reviewed.Carding research on related theoretical models based on service quality and perceived quality,we find that we can extract potential categories through the quality of video products and service.On the basis of literature research,this study analyses the factors of perceived quality by danmaku data from bilibili.Through coding danmaku content samples,we can further identify the type and source of barrage quality perception.We find out the relevant factors which affect the users' satisfaction of perceived quality.Then,this study encods answers from "Zhihu" about users' needs.It finds that the factors which affect the users' perceived quality include the platform,the video and the user.By exploring the relationship between this three factors,this sduty constructs the model and discusses its influence factorsThrough distinguishing the perception elements and modeling by Grounded Theory,this study finally extracts 17 perceptual elements.This study collects a total of 213 questionaires,of which 177 are valid questionaires.Based on KANO quality model and the questionnaire,the study classifies the perceived quality of the danmako vedio users.According to different types of quality attributes,different levels of quality requirements are put forward.At the same time,the customer satisfaction coefficient in KANO theory can make the danmako vedio platform to have a certain understanding of the importance of its own function,mine more efficient function points in the case of limited resources,and improve its quality of service.Finally,on the basis of the above research content,this study put forwad some suggestions to the barrage video websites and individual users.