The Study Of Danmaku Video Audience’s Using Behavior Influence Factor

In recent years, with the expanding of market size and the maturing of revenue model, the competition in network video industry is becoming more and more fierce. Under such circumstances, barrage function as a innovative product is been introduced to improve user satisfaction. So introduced the barrage function of network video also been named barrage video. It is a new kind of network video can realize sending comments instantly. With the widespread introduction of barrage function, it has been used by more and more network video audiences and walked from small crowd to the public.This paper will put the usage behavior of generalized danmaku video audience as research object, including both the audience of professional danmaku video, such as AcFun、 Bilibili, and the traditional online video that introduced danmaku player, like Youku Tudou、 Iqiyi、Tencent video、Letv etc. And then using PLS structural equation model verified the factors that affecting the usage behavior of danmaku video audience. The study results shows that perceived ease of use, perceived usefulness, perceived interactivity and using habit have significant positive impact on behavior intention; perceived cost have a remarkable negative influence on behavior intention; but subjective norm doesn’t have a positive impact on behavior intention; then behavior intention and using habit have significant positive impact on use behavior. In order to make this study can be further refined, group effect analysis methods are used in this paper. Putting gender, use age, the degree of professional as regulated variables to explore the differences of perceived experience to danmaku video audience behavior under different control variables, so the provided reference and suggestions under above study will be more fitting user experience, realizing upgrade in industrial structure and let Chinese danmaku video industry better meet market demand.