| In the past two years,China’s film industry has developed rapidly,and new trends and characteristics have also emerged in the development.In particular,it has become a trend for films to be played on online video platforms after they are released from cinemas.In addition,a large number of loyal users of online video have been accumulated on major video websites led by i QIYI,Tencent Video,Youku,etc.The amount of video played is also particularly important for the development of these online video platforms.At the same time,in the context of the Internet,the influencing factors of video playback are not only related to the characteristics of the video itself,but also the role of the new user interaction form of the video platform can not be ignored,which is dominated by bullet screens and comments,and the emotional relevance of subtitles and bullet screens is also worth studying,because bullet screens can clearly understand the audience’s likes and dislikes of the video,and subtitles provide a basic judgment of the good or bad trend of the plot,The combination of the two can also restore the emotional fluctuations of users in the viewing process.Therefore,this paper believes that it is necessary to combine the traditional influencing factors and the new interactive characteristics of the video platform to study the influencing factors of movie video playback on the platform.Based on the above background,this study,based on SOR theory,perceived risk theory and perceived value theory,combined with the characteristics of the film itself and the interactive characteristics of the online video platform,studied the influencing factors of movie video playback.First,based on the above theories,a theoretical model is constructed and relevant assumptions are put forward,including the assumptions about the impact of movie types,main creative lineups,sequels or IP adaptations,movie ratings,movie box office,bullet screens,reviews,and the emotional correlation between bullet screens and subtitles on movie video playback;Secondly,the measurement of text factors such as bullet screen,comments,and subtitles involved in the hypothesis is studied.Considering that bullet screen is loaded in a rolling manner along the time axis of video playback,a bullet screen emotion value correction method combining emotional infection mechanism and attenuation effect is proposed,and the emotional information contained in video bullet screen and subtitles is extracted and visualized using text emotion analysis technology.Finally,this research takes the film video related data of i QIYI platform from 2020 to 2021 as an example to verify the hypothesis of the factors influencing the movie video playback.The research methods include multiple linear regression analysis and inter subject effect test analysis.The research results show that the number of bullet screens,reviews and box office have a positive impact on the amount of movie videos played,and the movie type has a significant impact on the amount of movies played,among which the thriller type movies have a significant negative impact on the amount of movies played.At the same time,the heterogeneity of comments will have a positive impact on the playback volume within a certain range,and when the number of comments is small,negative comments will have a small impact on the playback volume;Users prefer movie videos with weak positive or negative correlation with bullet screen and subtitle emotions,often because such movie videos have plot reversal or irony,which can satisfy users’ curiosity and viewing desire. |
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