Study On The Impact Of Interactive Perception On Continuance Intention Of Danmaku Users

With the advent of Web3.0 era,the interaction between users is more prominent.In recent years,as a real-time participation in the comments of the new interactive form between users,"danmaku" becomes more and more popular in the field of network interaction because of its meeting the users ’ emotional needs.This paper will study the user’s continuance intention from the perspective of interactive perception,the social presence and satisfaction are the mediator to build the model.First of all,this study reviews and combs the relevant theories of interactive perception theory、social presence theory、satisfaction theory and theory of users’ continuance intention.on this basis,the key variables involved in this study are defined,interactive perception is divided into four dimensions: perceived convenience、perceived individualization、perception of information exchange and social interaction perception.Through the induction and deduction of the relevant theory,the interaction perception is defined as how the users perceive and experience the interaction when using danmaku,the paper perceives that users’ perception includes the convenience of the operation、the individuality and the communication responsiveness when experiencing interactivity,etc.Social presence is the sense of co-being of danmaku users,accompanied by the emotional relationship between the users.Secondly,construct the conceptual model of this paper.Based on the theory of SOR,the four dimensions of interactive perception are used as independent variables,social presence and satisfaction as mediator,continuance intention of users as consequent variable,which construct the conceptual model of the impact of interactive perception on the continuance intention of danmaku users,then put forward the relevant hypothesis.Finally,the questionnaire survey data are used to analyze the collected questionnaire data.The results show that the interaction perception has a significant positive impact on the continuance intention of danmaku users.The three dimensions of perceived personalization 、 information exchange perception and social interaction perception in interactive perception have a significant positive impact on the social presence of danmaku users.The four dimensions of perceived convenience、perceived personalization、information exchange perception and social interaction perception have a significant positive impact on the satisfaction of danmaku users.The social presence has a significant positive effect on the satisfaction of danmaku users.social presence and satisfaction have a significant positive impact on the continuance intention of danmaku users.This study also examines the mediating role of social presence and satisfaction.Based on the research results,this paper puts forward some marketing suggestions for the related enterprises and marketers,summarizing the research limitations and future research directions.