Research On The Influence Of Dan Mu Comments Of The Users' Online Video Satisfaction

As an emerging online video review method,Dan Mu comments gradually occupied people's vision,but research on the impact of Dan Mu comments on user viewing experience is contradictory.Therefore,the impact of Dan Mu comments on the users' online video viewing experience is the issue that this article wants to study.This study investigates how different types of Dan Mu comments(i.e.,informative and emotional Dan Mu comments)affect users' perceived diagnosticity and perceived playfulness,which in turn affect their satisfaction with online videos.Additionally,this dissertation testes the moderation role of video type(i.e.,hedonic and utilitarian video)in the relationships between Dan Mu comments and perceived diagnosticity and perceived playfulness.this study also testes the moderating effect of individual differences(multitasking preference,watching experience of Dan Mu comments)on the relationship between perceived diagnosticity and users' online video satisfaction and the relationship between perceived playfulness and users' online video satisfaction.Firstly,based on SOR theory,satisfaction theory and thread cognition theory,this dissertation puts forward the research model and hypothesis.In order to verify the proposed models and assumptions,a 3(no Dan Mu vs.emotional Dan Mu comments vs.informative Dan Mu comments)× 2(hedonic video vs.utilitarian video)between-group experiment was conducted.The experimental results show that(1)Emotional Dan Mu comments has a stronger impact on the users' perceived playfulness than informative Dan Mu comments,while informative Dan Mu comments has a stronger impact on perceived diagnosticity than emotional Dan Mu comments;(2)Perceived diagnosticity and perceived playfulness have a positive impact on online video satisfaction;(3)Type of video moderates the relationship between the type of Dan Mu comments and perceived playfulness.;(4)Multitasking preference moderates the relationship between perceived playfulness and online video satisfaction;(5)Watching experience of Dan Mu comments moderates the relationship between perceived diagnosticity and online video satisfaction and also moderates the relationship between perceived playfulness and online video satisfaction.