In China, as the competition of online video market is incredibly fierce, strategies to retain current users and attract new users have become overwhelmingly important for companies’ sustainability. The widespread implementation of Danmu technology has aroused general concern. However, comparatively little work has been done to examine the effects of technological features of danmu. The aim of this empirical study is to conceptualize technological features of danmu function and to evaluate their effects on consumers’ co-experience and intentions of future video watching behavior. Using S-O-R framework, we propose that the technological features of danmu, namely pseudo synchronicity, perceived proximity, and comment-content congruency, elicit increased co-experience of consumers, which in turn positively influences consumers’ intentions of future video watching behavior.
Fan, Si; Lu, Yaobin; Zhao, Ling; and Pan, Zhao, "You Are Not Alone: the Impacts of Danmu Technological Features And Co-experience On Consumer Video Watching Behavior" (2017). PACIS 2017 Proceedings. 85.