弹幕视频使用动机差异及动机对参与程度、依赖程度的影响-传播学专业论文.docxVIP

暨南大学硕士学位论文 暨南大学硕士学位论文 万方数据 万方数据 摘要 弹幕视频是网络在线视频的一个分支。依托于弹幕播放器的技术，弹幕视频 能够将观众发表的评论以字幕的形式即时移动地呈现在屏幕上。近年来，弹幕视 频因其带来的高流量备受业界青睐。本文旨在找出用户使用弹幕视频的主要动 机，并在此基础上探索人口统计变量给弹幕视频使用动机带来的差异，以及弹幕 视频使用动机对弹幕视频参与程度、弹幕视频依赖程度的影响。 本文先通过阐述概念、梳理历史、归纳特点、分析优缺点的方式介绍了弹幕 视频的概况。然后采用内容分析法发现用户发表弹幕的动机主要有表达动机、认 同动机、互动性动机、信息性动机和娱乐消遣动机。之后本文使用问卷调查的方 法探索了用户使用弹幕视频的总体动机。研究结果显示，从众动机是最重要的弹 幕视频使用动机，排在其后的依次是娱乐消遣动机、认同动机、表达动机、信息 性动机和新奇动机。T 检验与方差分析的结果显示，人口统计变量不同，部分弹 幕视频使用动机会有显著差异。相关分析与回归分析显示，从众动机对弹幕视频 参与程度的正向影响最大。娱乐消遣动机、表达动机、信息性动机也对参与程度 也有显著性正向影响。此外，表达动机对弹幕视频依赖程度的正向影响最大。信 息性动机,认同动机,从众动机,娱乐消遣动机,新奇动机也对依赖程度也有显著 性正向影响。 关键词 ：弹幕视频，使用动机，参与程度，依赖程度 I Abstract Live commenting video is a branch of online video. Based on the technology of live commenting player, live commenting video allows users to post comments in the form of subtitles which will instantly scroll on the screen. In recent years, live commenting video is favored by the Internet industry due to the large web traffic brought by it. This paper is aimed at finding out the major motives of the users for using live commenting video, based on which, it also discusses the differences in usage motives caused by demographic variables on live commenting video and the impact of usage motives on the degree of participation as well as dependence. This paper makes an overview of live commenting video by explaining the concept, sorting out its history, summarizing its characteristics and analyzing its advantages and disadvantages. Then by adopting content analysis method, it found out that the motives for users to post live comments mainly include expression motive, identification motive, interaction motive, information motive and entertainment motive. Finally, this paper explores the general motive for users to use live commenting video by means of questionnaires. Results show that conformity motive is the key motive for live commenting video. It is followed by entertainment motive, identification motive, expression motive, information motive and novelty motive. With diff