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  • Author: Sumeet Gupta x
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What Motives Users to Participate in Danmu on Live Streaming Platforms? The Impact of Technical Environment and Effectance

Abstract

Danmu function as an augmented comment feature has been adopted by almost all live streaming platforms to foster interaction between viewers and the streamer in China. However, few studies have been conducted to understand the determinants of users’ Danmu sending behavior on live streaming platforms. This study examines this phenomenon from the lens of effectance theory and the S-O-R framework. We propose that two effectances – Danmu effectance and live streaming effectance – play an essential role in active Danmu participation. In addition, we explore the effects of time-enhanced (synchronicity) and space-enhanced technical characteristic (visibility) of Danmu on live streaming platforms on two effectances. Data analysis of 877 participations from Douyu platform in mainland China indicates that active Danmu participation is positively associated with Danmu effectance and live streaming effectance which are influenced by both time-enhanced technical feature (synchronicity) and space-enhanced technical feature (visibility). In addition, the study finds that demographic characteristics, namely education and income, also affect active Danmu participation.

Open access