Research On Online Danmaku Video Advertising And Its User Attitude

Danmaku is a kind of dynamic text comment accompanying online videos,in addition to Danmaku video sites,the mainstream video sites have now basically popularized the Danmaku function.Danmaku can provide real-time user interaction and can truly reflect the users'feelings,Danmaku is also developing user habits and Danmaku culture.With the widespread application of Danmaku,video advertising may be facing a new breakthrough,in Danmaku environment,online video has become a space for interaction between users and vedio advertising:Users can talk about advertisements in online videos,advertisers can also actively seek the user's Danmaku interaction.This real-time interaction,on the one hand,can help advertisers in creating ideas and making strategies,and on the other hand,it also helps to improve the user's advertising attitude and enhance their interactive tendency.This article is divided into five chapters to research Danmaku video advertising and its user attitude.In this article,Danmaku video advertising refers to:Online video advertisements that appear in video players of video sites,and when people watching these advertisements,they can use the Danmaku function of the video sites,the Danmaku texts that appear alongside the video is also considered as common subject with the advertisements.The first chapter discusses the background and significance of the thesis,the current research status and the selected research theories and methods.The second chapter collated and summarized the common form of online Danmaku video advertising in three domestic mainstream video websites and one largest domestic video game website,this chapter also lists out seven common scenes that are most possible to stimulate Danmaku interaction and the common kinds of Danmaku that may appear in Danmaku video advertisements.The third chapter proposes hypotheses that focus on the influence of Danmaku on the user's advertising attitude,the difference of this influence under different video advertisement forms,and the difference of user's attitude under different stimulating scenes,this chapter also describes the design of questionnaire that mainly based on the attitude formation model from Hovaland;Chapter IV is based on the questionnaire data,using SPSS as a tool for data analysis,the three research hypotheses were tested,the influence of user's gender and Danmaku-using habits,and the follow-up behavior that may appear after seeing Danmaku video advertisement of interest are simple analysed.The last chapte is the result-discussing chapter of the research.The findings of this study show that Danmaku indeed enhances users'advertising attitudes and that this promotion is significant at all three components of attitude;This promotion is also different between three video advertisement forms;The users' attitude scores of different stimulating scenes listed in this article is also compared.Danmaku video advertising is facing some problems and limitations,but its initial potential and the result of this survey both show that it should be more concerned by the academia and the advertising industry.