A Study On The Factors Influencing The Intention Of College Students Participating In Danmaku Interaction

Since the 21 st century,the rapid development of Internet technology has spawned a series of Internet products with strong characteristics of the times,"Danmaku" is one of the typical representative.As a new form of interactive commentary,compared with the traditional comments,Danmaku realizes timely interaction,with a new form,interesting content,social and other distinctive features,more and more areas has introduce the Danmaku functionand and extend it,So that the Danmaku gradually into the public view,to stimulate a large number of network users of interest and concern,especially the college students,As a kind of new media transmission style in the popular among college students.In recent years,with the Danmaku interaction in the popular among the college students,scholars have been research on cultural characteristics,habits,interactive mode and other aspects of the young Danmaku users,but a few scholars reserch on behavioral intention of Danmaku.Behavioral intention is the most powerful predictor of behavior.In this study,the behavioral intention of Danmaku is selected as the research topic,and select the college students as sample.Based on the Theory of planned Behavior and the study of Technology Acceptance Model,the theoretical model of college students' behavioral intention of Danmaku is established.The data of 436 valid questionnaires are analyzed by SPSS21.0.The interaction between college students' Danmaku interaction shows the lack of overall interaction and the lack of user stickiness.The results of the behavioral intention test results show that,the behavioral attitude,subjective norm and perceived behavioral control are important factors influencing the behavioral intention of Danmaku,and the behavioral attitude plays an intermediary role in the influence of subjective norm and perceived behavioral control on the behavioral intention of Danmaku.On the other hand,perceived usefulness,perceived ease of use and perceived playfulness as an antecedent variable of behavioral attitude,effect on the behavioral attitude positively.