Research On The Influence Mechanism Of Danmaku On Video Sharing Website Users’ Continuance Intention

With the rapid development of Internet and streaming technology,online video has become an integral part of everyday life.The COVID-19 epidemic has brought duration dividends,and consumers’ demand for online video entertainment has increased.Therefore,the scale of online video market continues to expand and the competition between major video sharing websites is getting increasingly fierce.In order to maintain their own market share and improve the sustainable development,how to enhance consumers’ continuous use intentions,so as to realize commercialization and increase paid income has become a very concerned issue for video sharing websites.The emergence of the function of danmaku not only changes the traditional video viewing mode,but also brings a new user interaction experience,which has almost become a necessary function of the current video sharing websites.At present,academic research on video sharing websites focuses on analysis of user behavior from the perspective of the media communications,use motivation,online community,or looks at video classification and prediction based on user-generated text data.However,from the perspectives of IS and intentions to continue using the danmaku video sharing websites,there is a lack of quantitative analysis.Therefore,this paper defines the danmaku function as an information system that can be used by video sharing websites to generate and display real-time user comments.Based on the socio-technical system theory,this study puts forward five characteristic variables of danmaku system.This study investigates the moderating effect of multitasking preferences and tests the double experience that those variables may bring to users.The influence mechanism of bullet screen system characteristic variables on the continuous use intention of video sharing websites was constructed based on the stimulus organism response(SOR)theory.The result indicate that perceived playfulness and opinion support positively affect users’ social presence,and social presence has a positive impact on users’ continuance intention.Parallelism and pseudosynchronization positively affect users’ perception intrusiveness and perception intrusiveness will weaken users’ willingness to continue using.Users’ multitasking preference has a significant moderating effect on the relationship between technology subsystem variables and perception intrusiveness.Through empirical analysis,this study constructed and verified the theoretical model of the impact of danmaku on video sharing websites users’ continuance intention,improved the research in related fields,and provided countermeasures and suggestions for the managers of video sharing websites.