User Perceived Value and Continued Participation in Barrage Video

摘要

It is a reality that barrage video is getting prevailing for being able to satisfy users' demand of real-time interaction. In the cut throat competition, how to hold a person's attention effortlessly and promote continued participation is still a vital issue. This paper aims to study the relation between user perceived values and continued participation in the context of barrage video. To obtain practical implications, a survey has been implemented. The results reveal that information value has positive impacts on continued participation behavior, and its effect is completely mediated by satisfaction. Entertainment value can also promote the continued participation behavior, in which satisfaction plays a part of mediating role. Social value has no significant direct influence on the continued participation behavior.