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| Study on Time-Varying Effect of Danmaku on the Process of Online Consumption Behavior Process |
| YUAN Haixia，FANG Qingqing，BAI Lin |
| Anhui University, Hefei, China |
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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.
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Received: 08 February 2020
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