Danmaku User's Participation Motivation Research Based On The Use And Gratification Theory

With the adoption of 4G network and the larger coverage of Wifi,online video has become an important part of people's daily entertainment.Out of online video bullet screen is born,and offers audience the chance to post their comment on the screen just like the subtitle.Recently,the biggest bullet screen online video platform Bilibili has just applied for IPO in SEC,and is said to be worth of 400 million US dollars in terms of market value.This essay focuses on the motives behind the audience's use of bullet screen,analyzing the difference of each motive from the perspective of intensity,while also trying to explain the relation between the behaviour and motive of the using of bullet screen.First we will take a look at the motive of bullet screen.By using literature review method and in-depth interview,we will sort out the motives of audience,which include the sense of acquiring(to gain knowledge and information from bullet screen),effectiveness(to quickly obtain information besides the video itself,which is easy to do),social motive(interaction with others),entertaining motive(for fun and curiosity),self-expression(to share information and knowledge,and express one's own opinion),and acknowledgement(the feeling of belonging,self-realization,and to keep up with the trend).Then,through questionnaire and statistics we will explore the overall motives of audience using bullet screen,which cover pleasure gaining(to know the trend,kill time,find the sense of belonging,have Meanwhile,this essay will also study the impact of motives on the audience's attitude and behaviour of bullet screen using.As far as we can gather,the motive that has the biggest influence on the audience's attitude is the motive for pleasure,next to it are the social motive and information acquiring motive.Besides,the using attitude can also affect the audience's behaviour to some extend.Apart from this study,we've also taken into consideration the negative effect that bullet screen has on the viewing experience,and added the influence this negative effect has on the audience's attitude in terms of using bullet screen.Results of this research shows that regardless of the negative effect on viewing experience,the effect it has on the audience's attitude on using bullet screen is very low.Thus,we can safely say that bullet screen is the big trend in the future.Lastly,this essay will try to shed more light on the conclusion of the above research,and offer three suggestions to the online video platforms of China on the development of the technology of bullet screen.