Abstract
Online video comments have become an important form of online comments on e-commerce platforms and social platforms, but there is little research on online video comments at present. In this study, 199 evaluation videos from microblogs were selected, and content analysis was used to divide the video content into three parts: daily content sharing, product testing and personal evaluation. Stata was used to analyze the influence of content presentation on user interaction (LIKE and comment). The research shows that the influence of testing product content and sharing daily content on consumers' interactive behavior is inverted "U" shape, and the increase of personal evaluation content will lead to the decrease of interactive behavior.
Recommended Citation
Peng, Hong and Cao, Junfang, "Research on the Influence of Content Presentation Mode of Online Video Comments on Consumer Interaction Behavior" (2021). WHICEB 2021 Proceedings. 13.
https://aisel.aisnet.org/whiceb2021/13