【目的/意義】在網絡直播平臺環境中,基于沉浸理論的視角對彈幕用戶信息參與行為展開研究,為研究彈幕信息行為研究提供一定的理論基礎,同時為網絡直播平臺提供管理借鑒。【方法/過程】分析了互動性、可視性、娛樂性和有用性的彈幕信息特性在對彈幕信息沉浸狀態的影響作用,以及沉浸狀態下用戶的彈幕參與行為。【結果/結論】在刺激-機體-反應-(S-O-R)模型范式下,構建網絡直播平臺中彈幕信息用戶參與行為理論模型。

【Purpose/significant】In the context of network broadcast platform, based on the perspective of flow theory, this paper studies bullet screen users’ information participative behavior and provide a theoretical basis for researches on bullet screen information behavior. Moreover, the study also provides management references for network broadcast platforms.【Method/process】This paper analyzes the influence of bullet screen information features such as interactivity, visibility,recreation and usefulness on bullet screen information immersion state, and users’ bullet screen participative information behavior under the immersion state.【Result/conclusion】With the stimulus-object-response model paradigm, we construct the theoretical model of bullet screen users’ participative behavior in network broadcast platform.