Research On Factors Influencing The Information Interaction Behavior And Characteristics Of Video Community Users

In recent years,with the development of social media,video communities have grown by leaps and bounds.Both the foreign video communities You Tube,Netflix,and the domestic Bilibili are widely known for their massive and rich video content,their real-time and convenient interaction,and their large and loyal user base.In the Web 2.0 era,the role of the user is no longer limited to that of a passive recipient of one-way information,but rather a two-way interactive content creator and sharer.Nowadays,video communities actively promote user interaction on the platform,with a particular focus on enhancing the sense of social participation and entertainment experience gained through information interaction,thereby increasing user loyalty to the community and enabling it to stand out from similar competitors.In this context,in order to gain an in-depth understanding of the characteristics of user information interaction behavior in video communities and the reasons that influence users’ information interaction,this paper conducts a study on the information interaction behavior of users in video community websites.First,the problems of user interaction in video communities are analyzed.The video community Bilibili,a typical representative of video communities,was selected to investigate the characteristics of user information interaction behavior in video communities based on social network analysis and text content analysis of the comments between users in the video comment section.The study found that the main characteristics of user interaction in video communities are: users are less motivated to participate in interaction;UP owners have a stronger influence in the network;useful information receives more replies;the topic of interaction has highly deviated from the video content;the text of non-interactive comments is mostly emotional expression;the text of active interactive comments is mostly objective description.Secondly,structural equation modeling was used to explore the factors that influence the information interaction behavior of video community users.Based on the analysis of the interaction characteristics of video communities,this paper analyses the factors affecting users’ information interaction in video communities by combining information ecology theory,theory of planned behavior and technology acceptance model through literature review.Among them,the information person dimension mainly includes self-efficacy,interaction attitude and perceived behavioral control,the information dimension mainly includes perceived entertainment and perceived usefulness,the information technology dimension mainly includes perceived ease of use,and the information environment dimension includes subjective norms.The theoretical model of information interaction of video community users was constructed by empirically analyzing the data of 574 valid questionnaires obtained,including reliability,validity and path relationships.It was found that interaction attitude,self-efficacy,perceived usefulness and perceived ease of use significantly and positively influenced users’ willingness to interact with information,and users’ willingness to interact with information significantly and positively influenced users’ information interaction behavior,while perceived behavioral control and information interaction behavior was not significant and therefore were not determinants.Finally,based on the findings of this paper,feasible suggestions are made for the operation of the video community platform,including optimising the interaction mechanism of the video community,improving the information quality of the video community and fostering a positive community culture.In order to promote the sustainable development of the community.