Journal article
It pays to diversify: Effect of bullet-screen comment diversity on payment
Psychology & marketing, Vol.41(8), pp.1686-1702
08/2024
DOI: 10.1002/mar.22004
Abstract
Bullet-screen comments (BSCs), a type of novel user-generated content for online videos, have been rapidly adopted in recent years. Previous research has focused on consumers' responses to the presence and quantity of BSCs but overlooked their contents. We examine how one characteristic feature of BSCs' content-lexical diversity-affects users' payments. A large-scale real-world behavioral data set analysis and three lab studies show that high (vs. low) lexical diversity of BSCs increases viewers' payments in online video streaming contexts (e.g., online videos and live streaming). We further reveal that the positive effect of BSC diversity on payment is mediated by perceived social presence and information richness. We also demonstrate the moderating role of viewers' BSC usage level (heavy vs. light), such that the effect of BSC diversity on payment is significant for heavy BSC users, but diminishes for light users.
Details
- Title: Subtitle
- It pays to diversify: Effect of bullet-screen comment diversity on payment
- Creators
- Mingyue Zhang - China Europe International Business SchoolXuejing Ma - China Europe International Business SchoolHaipeng (Allan) Chen - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Psychology & marketing, Vol.41(8), pp.1686-1702
- DOI
- 10.1002/mar.22004
- ISSN
- 0742-6046
- eISSN
- 1520-6793
- Publisher
- Wiley
- Number of pages
- 17
- Grant note
- National Natural Science Foundation of China; National Natural Science Foundation of China (NSFC) 2020EGL013; 2022EGL005 / Shanghai Philosophy and Social Sciences Research Program 2022QKT007 / Fundamental Research Funds for the Central Universities
- Language
- English
- Electronic publication date
- 04/22/2024
- Date published
- 08/2024
- Academic Unit
- Marketing
- Record Identifier
- 9984622898002771
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