Research On Dan Mu Video Users' Willingness To Continue Watching Based On The Interactive Perception Perspective

With the advent of Web3.0 era,online video watching has became one of the most popular Internet activities for users.In today's era,most online video websites are trying to integrate social media features into their own platforms.By providing real-time interactive technology,they can meet the growing social interaction needs of users in the electronic service environment.The emergence of bullet screen(“DanMu” in Chinese or “Danmaku” in Japanese)function makes up for the lack of interaction when users watch videos online.Although some scholars believe that the characteristics of the DanMu and the fragmentation of the DanMu will affect the video user's viewing experience,in fact,more video sites add the DanMu function and the number of users who are watching the Danmu video is increasing.In studying the willingness of DanMu video users,Yu believe that the DanMU will promote user immersion,and user immersion will further affect the user's willingness and behavior,while Zhang based on grounded theory point out that the DanMu will hinder the user's immersion.Distracting the user's attention,making it difficult for users to immerse in the video.Therefore,this study attempts to study and explain the internal mechanism of users continuously watching DanMU video.In this paper,the user's DanMu text is summarized and sorted out.The DanMu is divided into the interaction based on video content theme and the interaction based on online social interaction.In this paper,we analyze the content of the user's answer why people like watching DanMu video.The reason why users like to watch the DanMu video is that they are lonely and want to be accompanied by others.Therefore,we try to explain the user's willingness to participate in the information of the DanMu video based on the needs of social companionship rather than immersion.Based on a large number of related documents and from the perspective of interactive perception,this paper combines the content analysis of Web Texts with literature sorting,uses the social presence and satisfaction generated by the interaction of DanMu as intermediaries to construct a model of the users' willingness to watch DanMu videos continuously,and explores the perceived ease of use and perception of the DanMu videos.The relationship between usability,perceived individuation,perceived entertainment,social interaction,social presence,satisfaction and users' willingness to watch the DanMu videos continuously.The research conclusions show that the interaction perception has a significant positive impact on the user's willingness to watch through the intermediary of satisfaction and social production.Perceived usefulness,perceived personalization,perceived entertainment,and social interaction perception have a significant positive impact on social presence and satisfaction.Social presence and satisfaction have a significant positive impact on the user's continued willingness to watch.Perceived ease of use has little effect on satisfaction and social presence.Perceived entertainment and social interaction perception have the most significant impact on social presence and satisfaction.Therefore,the operators of online video websites want to retain users,not only to integrate social media features into their own platform,but also to pay more attention to optimize the DanMu interaction links of video websites,enhancing users' social interaction perception and perceived entertainment,so as to enhance users' social presence and satisfaction,constantly improve the viewing experience of DanMu video users,and enhance the competition of video websites.