多样化是有回报的:弹幕评论多样化对付款的影响

Mingyue Zhang, Xuejing Ma, Haipeng (Allan) Chen
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摘要

弹幕评论(BSC)是一种新颖的用户生成在线视频内容,近年来被迅速采用。以往的研究主要关注消费者对 BSCs 的存在和数量的反应,但忽略了 BSCs 的内容。我们研究了 BSC 内容的一个特点--词汇多样性--如何影响用户的支付。大规模真实世界行为数据集分析和三项实验室研究表明,在在线视频流(如在线视频和直播)语境中,高(与低)词汇多样性的 BSC 会增加观众的付费。我们还进一步揭示出,BSC 多样性对付费的积极影响是由感知到的社会存在和信息丰富性所调节的。我们还证明了观众的 BSC 使用水平(重度用户与轻度用户)的调节作用,即 BSC 多样性对重度 BSC 用户付费的影响是显著的,但对轻度用户的影响则会减弱。
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It pays to diversify: Effect of bullet‐screen comment diversity on payment
Bullet‐screen comments (BSCs), a type of novel user‐generated content for online videos, have been rapidly adopted in recent years. Previous research has focused on consumers' responses to the presence and quantity of BSCs but overlooked their contents. We examine how one characteristic feature of BSCs' content—lexical diversity—affects users' payments. A large‐scale real‐world behavioral data set analysis and three lab studies show that high (vs. low) lexical diversity of BSCs increases viewers' payments in online video streaming contexts (e.g., online videos and live streaming). We further reveal that the positive effect of BSC diversity on payment is mediated by perceived social presence and information richness. We also demonstrate the moderating role of viewers' BSC usage level (heavy vs. light), such that the effect of BSC diversity on payment is significant for heavy BSC users, but diminishes for light users.
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