The Effect Of Different Types Of Bullet Screens In Product Ad On Purchase Intention: The Role Of Perceived Interactivity

As a new type of online video commenting,bullet screens bring new business opportunities for advertisers and brands with their unique interactivity,immediacy and entertainment.So,in the scenario of e-commerce,does adding bullet screens to product ad increase consumers’ intention to purchase? What are the psychological factors that bullet screens influence purchase intention? Does the mechanism of influence vary from one product attribute to another? Therefore,the study aims to investigate the psychological mechanisms by which different types of bullet screens influence the purchase intention of products with different attributes in an advertising scenario.It consists of two studies: Study 1 is a field experiment,conducted on 30,000 APP users on a real product details page of e-commerce scenario.The study uses a onefactor(bullet screen type: informational vs.emotional vs.no bullet screen)betweensubjects design to investigate whether bullet screens can positively influence users’ purchase intention.Study 2 is a laboratory study using a 3(bullet screen type:informational vs.emotional vs.no bullet screen)× 2(product attributes: practical vs.hedonic)two-factor between-subjects design to further investigate the underlying mechanisms of bullet screen s affecting purchase intention,including whether perceived interactivity has a mediating role and whether product attributes have a moderating role.The findings showed that in the advertising scenario,users’ purchase intention is stronger when bullet screens are present compared to no bullet screen.Different types enhance users’ purchase intention by stimulating their perceived interactivity.For different product attributes,users perceive different levels of interactivity.In other words,for informational ones,the perceived interactivity of practical products is significantly higher than that of hedonic products,while for emotional ones,the perceived interactivity of hedonic products is significantly higher than that of practical ones.This study suggests introducing bullet screen as an element in product ad to obtain better marketing effects by enhancing interaction with users.Companies can also personalize the specific strategies for using bullet screens in advertising scenarios for products with different attributes.The conclusions have some application value.