Study on the Determinants of Online Video Danmaku Viewing and Engagement

Abstract

Examine the factors that influence the viewing and engagement of online video danmaku. The participants in this research comprise individuals who utilise the Douyu platform, a widely recognised live-streaming platform in mainland China. Douyu offers a diverse array of live-streaming content, predominantly focused on gaming, but also encompassing other forms of entertainment such as talent showcases, musical performances, and outdoor activities. Ultimately, a total of 260 valid responses were collected. Following a comprehensive analysis of the averages across all characteristics and demographic variables between early and late respondents, no significant differences were identified. The male respondents comprised 61.15% of the total participants. The majority of participants were aged between 20 and 25 years (39.62%) and held a postgraduate degree (64.23%). A significant proportion (58.08%) were employed in government positions. Regarding platform usage, 32.69% of participants reported using the Douyu platform for more than two years, while 36.92% indicated weekly usage, typically ranging from 2 to 4 times. The suitability of the data for factor analysis was assessed using the Kaiser-Meyer-Olkin (KMO) test, which produced a value of 0.92, demonstrating excellent adequacy. The items were loaded onto the anticipated variables with factor loadings exceeding 0.6, affirming robust convergent and discriminant validity. Cronbach’s alpha values and composite reliabilities surpassed the threshold of 0.69, indicating a high degree of scale reliability. Furthermore, the findings from the confirmatory factor analysis revealed that all measurement scale loadings exceeded 0.69. The average variance extracted (AVE) values for all components were above 0.49, confirming an acceptable level of convergent validity. This study explored the impact of technical elements, such as synchronisation and visibility, on users' performance outcomes, particularly with respect to Danmu performance and live-streaming performance. Additionally, it examined how these features influence users' active engagement with Danmu on live-streaming platforms.