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| Formation Mechanism of Danmaku Use Intention of Livestreaming Consumers in Multi-Communicating Context |
| SUN Kai，LIU Chenglin，LIU Luchuan |
| 1. Shandong University of Finance and Economics, Jinan, China;2. Dongfang College, Shandong University of Finance and Economics, Tai’an, Shandong, China |
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Abstract In order to explore the effect of multi-communicating on consumer experience and the formation mechanism of danmaku use intention under the multi-communicating context, this paper employs Stimulus-Organism-Response framework, collects 476 valid questionnaires and applies structural equation model to analyze the data. The results revealed that multi-communicating can affect consumers’ danmaku use intention through positive and negative ways: ①multi-communicating increases consumers’ social presence, which meets their connectedness needs, and finally improves consumers’ danmaku use intention; ②multi-communicating leads to the attention distraction of consumers, which causes them disgust, and finally reduces their danmaku use intention; ③content consistency between communications with the author and other consumers can reduce the effect of multi-communicating on social presence and attention distraction; ④users’ online interaction propensity can reduce the effect of multi-communicating on attention distraction.
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Received: 09 May 2022
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