Research On The Influence Of Interactive Atmosphere Of Knowledge Video On User Participation

In recent years,the importance of knowledge videos has become increasingly prominent.The existing researches mainly focus on the factors influencing the popularity of knowledge videos,the presentation forms and strategies of knowledge videos,the communication effects of knowledge videos and the motivation of users to post/watch knowledge videos.However,the research on the pre-influencing factors of online video user participation focuses on video characteristics,video quality,video publisher characteristics,video platform and other aspects,while the research on social clues such as interactive atmosphere is relatively lacking.The interactive atmosphere of knowledge videos not only affects users’ participation,but also affects users’ learning effect of knowledge videos.Therefore,in the context of knowledge videos,it is of great significance to study the impact of interactive atmosphere on user participation.In view of the shortcomings of existing studies,thesis explores the influence of interactive atmosphere of knowledge-based videos on online video user participation based on social cognitive theory and selective attention theory.First of all,based on the characteristics of knowledge videos,thesis uses ERNIE model to obtain the vector representation of text,and uses DPCNN algorithm and Bi LSTM algorithm to build a bullet screen text classification model(EMCB model)integrating video features,which achieves better results in identifying low quality bullet screens of knowledge videos.Secondly,thesis uses real barrage data and EMCB model to identify low-quality barrage of videos,and extracts three characteristic variables of low-quality barrage to measure the interactive atmosphere of knowledge videos.Finally,the user behavior data on Bilibili video platform is crawled,and the fixed effect model is used for econometric analysis by STATA software to verify the research hypothesis.The results show that the three characteristics of the interactive atmosphere of knowledge videos all have an impact on the important user engagement behavior of commenting.Among them,the number of low-quality barrages has a negative impact on user comment behavior;The average length of low-quality barrage has a negative impact on user comment behavior.The average position of low-quality barrage in the video has a positive impact on user comment behavior.The number of followers of video publishers weakens the negative impact of the number of low-quality barrages on user comment behavior.The number of video publisher followers weakens the positive impact of the average position of low-quality barrages in the video on user comment behavior.From the perspective of interactive atmosphere through empirical research,thesis makes an important supplement to existing literatures on video user participation,extends the research dimension of user participation horizontally and deepens the research depth of user participation vertically.At the same time,thesis provides a new idea for the research of knowledge video,which has strong theoretical and practical significance.