A Study On The Influence Of Danmu Management Strategy On The Intention Of Using Danmu

With the popularity of mobile Internet,the online video industry has developed rapidly,in which Danmu as a form of UGC(User Generated Content)have strengthened the social,interactive and entertainment attributes of online video.As a way to increase user engagement and activity and enhance user experience,Danmu have gradually developed into an important part of video content and formed a culture that continues to penetrate into other fields.However,while Danmu are widely used,the quality of Danmu content varies,the Danmu environment is growing wildly,Danmu misconduct is becoming more and more common,and many low-quality Danmu comments bring interference to users' viewing experience and have a negative impact on video platforms and platform content.Therefore,the state has issued relevant regulations and rules,and the video platform has adopted relevant management strategies,in order to make the online video page develop in a harmonious and healthy way.The main purpose of this paper is to explore what strategies video platforms have adopted to improve the willingness to use Danmu,how these strategies affect the willingness to use Danmu,and what role the characteristics of Danmu play in this regard.Using the SOR model,a theoretical model was developed between the Danmu management strategies,the perceived characteristics of the Danmu,and the willingness to use the Danmu,and the video type was added as a moderating variable.By sorting and deducing the theoretical part,in order to avoid the two Danmu management strategies interfering with each other,the questionnaire was divided into the community building group and community monitoring group when it was released.After the questionnaires were collected,the previously proposed hypotheses and models were tested,and the following conclusions were drawn:first,community building had a positive effect on the willingness to watch and send Danmu.Community monitoring has a positive effect on the willingness towatch Danmu and the willingness to send Danmu.Second,video type has a moderating effect on community building and Danmu viewing intention,and video type has a moderating effect on community building and Danmu sending intention.Third,community building has a positive effect on Danmu entertainment perception and Danmu expressiveness perception,and community monitoring has a positive effect on Danmu entertainment perception and Danmu expressiveness perception.The perception of Danmu entertainment has a positive effect on the willingness to watch Danmu,and the perception of Danmu expression has a positive effect on the willingness to send Danmu.Fourth,Danmu entertainment perception is a fully mediated effect between community building and Danmu viewing intention,Danmu expressive perception is a fully mediated effect between community building and Danmu sending intention,Danmu entertainment perception is a partially mediated effect between community monitoring and Danmu viewing intention,and Danmu expressive perception is a fully mediated effect between community monitoring and Danmu sending intention.Possible contributions of this paper: In the literature related to the study of Danmu,previous scholars have mainly focused on the functional characteristics of Danmu,the motivation of Danmu use and the language and culture of Danmu,etc.The current problems of Danmu are only mentioned in the research outlook,and few studies have been conducted on how to solve the problem of Danmu and the impact of Danmu management.This paper focuses on how to increase the willingness to use Danmu,based on users' perception of the characteristics of Danmu,and aims to explore how Danmu management strategies affect the willingness to use Danmu,providing a theoretical basis and empirical support for the management concept of the platform.