| As of now,Bilibili has partnered with various mainstream media including national newspapers,radio and television,online media,and has collaborated extensively with various government sectors such as youth organizations,judiciary,military,medical and educational fields,as well as cultural and tourism sectors.CCTV News has continuously innovated its content on the Bilibili platform,creating a unique content ecosystem.Bilibili is committed to creating a new standard for information content and bringing frontline news to its users.Media figures such as reporters and anchors share their IP content on the platform,and CCTV News has integrated more platform attributes into its reporting style.As a mainstream media outlet with high authority in China,CCTV News has gained high attention through its integration with the second generation bullet screen website Bilibili.Since its announcement of joining the platform,CCTV News has been deeply immersed in the young subculture,bringing authoritative and friendly mixed-media content to users in a way that appeals to the younger generation.During this period,CCTV News has continuously produced phenomenal mixed-media news content,with impressive bullet screen numbers and rich and diverse bullet screen content,forming a unique bullet screen news landscape.Through CCTV News’ bullet screens,we can understand the stickiness of Bilibili users to current CCTV News content,and by exploring users’ use of bullet screen behavior,we can gain insight into what contexts users are sending bullet screens in and provide ideas for CCTV News’ future content production.Therefore,this article explores the factors that influence the use of bullet screen behavior by studying CCTV News Bilibili users as research subjects.By studying videos with over 200 bullet screen comments within the past three years,a framework for analyzing user intention and behavior to use bullet screens was established based on the UTAUT model.Validated factors from previous research were extracted for empirical analysis to examine their impact on user intention and behavior to use bullet screens on CCTV News.By answering these questions,this study aims to provide references and experiences on how traditional mainstream media can better spread mainstream culture and values to younger audiences.Furthermore,this study provides new insights for other mainstream media in the new media environment to produce mixed-media content.A total of 391 valid questionnaire data were collected in the study,which aimed to explore the factors influencing audience intention to use bullet comments from Bilibili users of CCTV News.The results showed that perceived usefulness,perceived entertainment,social influence,source preference,and genre preference had a positive impact on the intention to use bullet comments.Furthermore,the intention to use bullet comments affected the actual usage behavior of CCTV News Bilibili users.Based on these findings,recommendations were proposed for enhancing user engagement with bullet comments on CCTV News Bilibili. |
