| The development of the Internet has been promoting the interactions between the users.In the past,users tended to get information passively;right now,they gradually begin to actively participate in the production and dissemination of online information.In the internet video field,a technique which allows the comments to be covered on the videos instantly is born,the tool is called barrage.However,how the barrage is accepted and adopted by the audiences and what influences barrage brings to the audiences haven't been discussed before.At the same time,most research works in the barrage area are mainly conducted from the qualitative analysis other than qualitative analysis.Firstly,this article sorts available relevant research results about barrage.Based on the UTAUT mode,this paper establishes a model to analyse the factors influencing audiences to accept and use the barrage function.Then tests are run to the model and hypothesis by SEM method.The result turns out that,perceived enjoyment and social influence have significant positive impacts on audiences' acceptance and usage of barrage.At the same time,this essay discusses about the adjustment variables under the barrage environment,the result shows that,the video type and audiences' otaku properties can adjust significantly on the perceived enjoyment's impact on the will to use barrage.Lastly,this paper uses two between-subject experiments to explore the actual results of audiences,usage of barrage.The results indicate that,different groups'views on satisfactory degree change in the opposite direction after using barrage.The article makes up the blank in the study of factors affecting the audience to accept and use barrage,and furthermore,scientific verification is conducted through quantitative analysis.From the practical perspective,this paper provides some referential suggestions to barrage video websites and the film industry,as well as makes certain contributions to the subculture of barrage. |
PDF Full Text Request