Abstract：Based on consumer decision journey model, taking 1 019 films on Bilibili site as the research object, this research used the time-varying effect model which provides insight for data-driving decision making to study the varying effect of danmaku on the process of online consumption behavior. The results are as follows: the impact of the volume of danmaku on the “purchase loop” and the “loyalty loop” consumption behavior changes with time. The impact on “purchase loop” is greater than the behavior in “loyalty loop” ,while it is very small especially for the sharing behavior. The valence of danmaku on the process of online consumption behavior also changes with time, but its effect is not completely consistent.
袁海霞，方青青，白琳. 弹幕对在线消费行为过程影响的时变效应研究[J]. 管理学报, 2020, 17(7): 1059-.
YUAN Haixia，FANG Qingqing，BAI Lin. Study on Time-Varying Effect of Danmaku on the Process of Online Consumption Behavior Process. Chinese Journal of Management, 2020, 17(7): 1059-.
