Research On Influencing Factors And Service Mode Of Information Interaction Behavior Of Bullet Screen Video Website Users

With the rapid development of the Internet,video websites have gradually introduced the function of Danmaku to attract more users for their own development.From the most distinctive Bilibili Danmaku video website,to today's Tencent Video,Youku Video,Mango TV and other major online video platforms have introduced the Danmaku function.With the development of Danmaku video websites,there are also many challenges,and their user behavior has gradually become an important issue of common concern in the current academic circles.In order to deeply understand why users of Danmaku video websites have information interaction behaviors,this paper carries out relevant research on users' information interaction behaviors under Danmaku video websites.Based on the grounded theory,this paper studies the influencing factors and service modes of users' information interaction behavior on Danmaku Video Websites through literature survey,interview and case analysis.This paper is divided into six chapters.The first chapter introduces the background and significance of the research,research status at home and abroad,research methods and innovation points of the paper.The second chapter mainly describes the Danmaku Video Websites,the user information interaction behavior of Danmaku Video Website,the concept of grounded theory and related theories;The third chapter uses the qualitative research method of grounded theory to analyze the influencing factors of the user information interaction behavior of Danmaku Video Websites,obtains the initial data through semi-structured interview,and uses the grounded theory to conduct coding research and draw a conclusion.Individual characteristics,user needs,video information characteristics,platform system functions and services,platform audit and management,video publishers,and video content partition environment are the main influencing factors of user information interaction behavior of Danmaku Video Websites,and the framework model of influencing factors and action path is drawn.Based on the research conclusions of the previous chapter,the fourth chapter puts forward three user information service modes of Danmaku Video Websites,including user demand,personalized recommendation and content partition,and analyzes the similarities and differences as well as the case.The fifth chapter puts forward the strategy of optimizing the information service of Danmaku Video Websites,which includes improving the information quality,strengthening the content supervision,optimizing the system function and improving the community environment service.The sixth chapter summarizes the conclusion of the study,points out the shortcomings of the study,and looks forward to the future research.On the theoretical level,this paper uses the qualitative research method of grounded theory to put forward the influencing factors of the user information interaction behavior of Danmaku Video Websites and the information service mode.At the practical level,this paper analyzes the user information service mode of Danmaku Video Websites through specific cases,and finally puts forward suggestions on service strategies,hoping to promote the development of Danmaku Video Websites.