The Driving Force Of User Comment Behavior On Barrage Video Websites Factor Research

With the rapid development of China’s Internet,the interaction mode brought by the network is gradually diversified,accompanied by the increasingly rich pan entertainment activities,the information interaction behavior between network users is increasingly frequent,people are more willing to pursue hot spots in life,enjoy the information pleasure brought by it,and the pursuit of real-time and freshness has become a distinctive feature of Internet user interaction.Especially in recent years,the rise of barrage function of barrage video website is a typical representative of the interactive characteristics of Internet users.This kind of comment function is based on the function of online information platform to form the information comment behavior,which has become a new carrier of information comment in the virtual platform.And this kind of barrage form also received more and more attention,even more than the attention of the information content itself.The academic circle has not formed a fixed theory on the new thing of barrage,which is constantly changing due to the young audience,novel technology and real-time update.By the grounded theory,this paper collects data from the users of bullet screen video website in the form of interviews,and makes statistical analysis of the data.It uses the qualitative analysis software nvivoll to encode the collected data in three levels,to explore the behavior characteristics of the users of bullet screen video website,and to study what driving factors affect the users in the process of publishing bullet screen,And try to build a theoretical model of driving factors by coding results.The conclusions are as follows(1)The driving factors of user comment behavior of barrage video websites include perceived ease of use,perceived interest,herd driving,self-perceived satisfaction,and perceived belonging factors.(2)According to this survey,it is found that the herd behaviors such as atmosphere,navy,and follow-up have the greatest influence on user comment behavior.(3)The rapid spread of barrage culture has greatly promoted the development of weakly connected social networks.Virtual network platform has a large number of user groups.They can associate the real strangers in the virtual community and form a group.But just because of this,the environmental pollution of barrage has become a new problem.Therefore,the research on the driving factors of user comment behavior of bullet screen video website can not only provide theoretical support for understanding the user behavior characteristics and information comment behavior of bullet screen video website,but also put forward some practical suggestions for the setting and optimization of bullet screen function of bullet screen video website.