User Behaviors, Engagement, and Consequences
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Paper Number
2222
Paper Type
short
Description
Online interactive texts, danmuku, have become an essential tool for people to maintain participation in online activities. This research investigates why people are willing to participate in sending danmuku from the perspective of the herding effect. We used the dataset from two popular live broadcasting platforms, Douyu and BiliBili, and use a policy shock on each platform for identification to examine the herding effect. We find heterogeneous herding effect on danmuku volume, scale, and frequency: while the herding effect can positively affect people’s volume and scale of sending danmuku, the effect is not significant on frequency.
Recommended Citation
LIN, Qingyuan and Lu, Angela, "Why People Participate in Sending Danmuku? A Perspective from Herding Effect" (2021). ICIS 2021 Proceedings. 20.
https://aisel.aisnet.org/icis2021/user_behaivors/user_behaivors/20
Why People Participate in Sending Danmuku? A Perspective from Herding Effect
Online interactive texts, danmuku, have become an essential tool for people to maintain participation in online activities. This research investigates why people are willing to participate in sending danmuku from the perspective of the herding effect. We used the dataset from two popular live broadcasting platforms, Douyu and BiliBili, and use a policy shock on each platform for identification to examine the herding effect. We find heterogeneous herding effect on danmuku volume, scale, and frequency: while the herding effect can positively affect people’s volume and scale of sending danmuku, the effect is not significant on frequency.
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