Research On PUGC Video User Selection Behavior And Participation Promotion Based On Bullet Screen Interaction

PUGC video is a video type created by professional users with professional and diversified content.With the advent of 5g era,the audience influence of video websites supporting bullet screen function is increasing day by day.PUGC,as a new content production mode under the integrated development of platform,not only provides users with high-quality and broad video content,but also creates a PUGC video virtual community for online interactive communication.Nevertheless,online video websites are still full of UGC videos with deeply lost content and PGC videos with suppressed personalized needs.The selection uncertainty brought by the information wave affects users' selection and judgment of PUGC videos,and the lack of interactive participation is not conducive to the construction of a strong atmosphere of the video community while reducing the information support of users in PUGC videos.Based on this,this paper focuses on the barrage and combined with the participation information of other users,and focuses on the impact mechanism of these information on users' selection of PUGC video and the elements and characteristics of users' barrage interaction in PUGC video,in order to provide reference ideas for the platform to push PUGC video and promote users' communication and participation.Firstly,with the help of herding theory,this paper tests the impact of barrage quantity information on users' selection of PUGC video from the perspective of video popularity,selects PUGC video on station B,the most mature barrage video website in China,as the research object,and establishes MNL market share model for regression analysis of panel data,It reveals the herding behavior of users choosing PUGC video.The results show that the number of bullets can be used as a measure of user herding in PUGC video.Under the condition of controlling other interactive participation behaviors of users,PUGC video with more bullets has stronger attraction in the next period,and this user herding affected by bullets shows a law of marginal decline.In addition,some interactive participation behaviors on PUGC video show the phenomenon of rational herding.The number of coins increases the information value of bullet screen as the selection standard,and the number of likes and video age weaken the utility of bullet screen as an indicator of herding.Based on this,it provides enlightenment for optimizing the video content information display mechanism of the platform and improving the push service of PUGC video.The generation of barrage information depends on the participation of users.In order to make herding get more barrage information support,based on the interactive ritual chain theory,this paper studies the barrage interactive ritual of users in PUGC video,explains the elements of ritual occurrence,and analyzes the emotional energy fed back by barrage on PUGC video by encoding the barrage text.Specifically,the occurrence of bullet screen interaction ceremony needs to meet four conditions: the quasi synchronization of real-time sharing,the separation between the member threshold and outsiders in the circle context,the convergence of attention content to form a common focus,and the sharing of emotional information to achieve collective excitement.In addition,the barrage on PUGC video also conveys different levels of emotional energy.According to the above analysis,it provides strategic reference for the platform to promote users' participation in bullet screen interaction from two aspects: improving the occurrence elements of bullet screen interaction ceremony and improving users' emotional energy.Finally,from the perspective of Participatory Video Websites,this paper establishes two kinds of links between barrage and PUGC Video: the platform recognizes and pushes PUGC video content based on the number of barrages;The platform promotes users' interactive participation in PUGC video with the help of bullet screen tools.Theoretically,from the perspective of information feedback and communication,the bullet screen in PUGC video is broadened as the aggregation user reference index for users to choose video behavior,and the bullet screen has become the theoretical research basis of media tools to promote user interaction and participation.In practice,help relevant platforms grasp the impact mechanism of barrage system on users' selection of PUGC video,understand users' barrage participation behavior in PUGC video,so as to optimize PUGC push mode and promote the improvement of users' barrage participation experience,so as to attract more users and convert flow value into commercial value.so as to attract more users and convert flow value into commercial value.