| As of June 2019,the number of online video users in China reached 759 million,an increase of 33.91 million from the end of 2018,accounting for 88.8% of the total netizens.As the scale of online video users in China expands,more users will watch and participate in posting video live comments while watching videos.However,the impact of the live comments on online video users has not been discussed in detail by researchers.In addition,the research on live comments and live comments users mostly stops at theoretical analysis,lacking quantitative empirical analysis.This research hopes to make up for this deficiency,and attempts to use empirical analysis to explore the impact and mechanism of the live comments on the users who watch the video with live comments.First of all,this article summarizes the relevant research of live comments,including the research process,live comments characteristics and classification,and puts forward the research hypothesis based on the research theory of product or service quality,emotion,live comments participation and consumption willingness.Secondly,this article conducts experimental manipulation and measurement through the design and distribution of online questionnaires,and conducts descriptive statistical analysis,reliability and validity analysis,analysis of variance,mediation effect test,moderating effect test etc.on the recovered questionnaire data to conduct manipulation tests and hypothesis verification.Finally,the conclusions drawn in this article mainly include:(1)The number of inferior live comments negatively affects users' willingness to use online video websites;(2)The number of inferior live comments negatively affects users' willingness to use online video websites by affecting their emotion;(3)live comments participation behaviour adjusts the effect of the number of inferior live comments on the users' willingness to use online video websites.This paper makes up for the shortcomings of the related academic fields in the impact of live comments on the users of video websites through scientific verification of quantitative analysis.It also provides some reference suggestions for the live comments management of video websites,and has made certain contributions to creating a good experience of live comments and development of live comments. |
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