Research On The Different Influence Of Danmaku And Comment On Internet Video Popularity

As the rapid development of the online video industry,promoting user activity and retention,improving popularity have become important concerns of video websites.In recent years,with the rapid development and maturity of the technology related to the real-time comments,together with the traditional"comment",they have become important forms of social networking for video users.The real-time comments that is presented along with the video timeline that fly across the screen like bullets,is called "danmaku".Danmaku has different characteristics in terms of emotion,perceived usefulness,and interactivity compared with the traditional comment.Also their impact on the popularity of online video is different.This paper studies the differences between danmaku and comment from aspects of impact on online video popularity.The main contents and conclusion are as follows:1.Build the research model of the impact of danmaku and comment on the popularity of online video after researching and combining the domestic and foreign literature research.2.Based on the collected danmaku and comment case data,carrying out text sentiment analysis,the emotional category attribute of the text was obtained for further empirical research.3.Explore the impact of danmaku and commentary on the popularity of online video based on empirical analyses.The results are as follow:(1)the positive,neutral and negative emotions,and the perceived usefulness of both video danmaku and comments all have positive impact on the online video popularity.(2)The number of VIP users of the danmaku has a positive moderating effect on the relationship between the positive,neutral emotion and popularity.The number of VIP users of comment plays a moderating role in relationship between all three types of emotions and online video popularity.(3)The difference between them are:the effect of the neutral emotion of danmaku on popularity is greater,and the effect of the positive emotion of the comment is greater;the perceived usefulness of the comment has a greater impact on the popularity;and the number of comment VIP users has a greater moderating effect on the impact of emotions on popularity than the danmaku.4.Based on empirical research result,summarize the impact and differences of the danmaku and comments on the online video popularity,and propose managing strategic recommendations from aspects of management,product and marketing for different user groups.