본문 바로가기
  • Home

Study on Danmaku User’s Motive of Use, Gratification Obtained, Use Behavior in Chinese Web Drama

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 67(), pp.433-441
  • DOI : 10.25111/jcd.2019.67.32
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : March 14, 2019
  • Accepted : April 27, 2019
  • Published : April 30, 2019

Yan, Ying-ying 1 KIM JONG MOO I 2

1단국대학교 방송영상미디어학과
2단국대학교

Accredited

ABSTRACT

This study analyzes motive of use and Gratification Obtained of user of Danmaku, the communication means newly presented in Chinese web drama as well as the influence of motive of use on use behavior (reading/uploading) and Gratification Obtained. For analysis, the question papers of 325 persons living in China and experienced in using Danmaku while watching web drama was analyzed. Analysis shows the following result. First, the motive of use for Danmaku in web drama has 6 factors, e.g., ‘killing time’, ‘pursuit of amusement’, ‘pursuit of information’, ‘common viewing’, ‘social association’, ‘fandom.’ Second, Gratification Obtained acquired after using web drama Danmaku is found to have 5 factors, e.g., ‘social association’, ‘common viewing’, 'fandom', ‘pursuit of amusement’, ‘killing time’. Third, the analysis of influence that motive of use for Danmaku in web drama on the act of using Danmaku shows that the term of using Danmaku has active influence on use behavior. Further, the factor of ‘common viewing’ out of the motives of use for Danmaku has significant influence on ‘reading’ Danmaku and ‘pursuit of amusement’ has significant influence on ‘uploading’ Danmaku. Viewing such result, when the term of using Danmaku in web drama is longer, users participate in the act of use more actively and when ‘common viewing’ is more prevalent, users read Danmaku more and upload Danmaku more actively as they view web drama. Fourth, according to the influence that the act of using Danmaku in web drama has on Gratification Obtained after use, term of use has significant influence on gratification factors such as ‘common viewing’, ‘pursuit of fandom’ ‘pursuit of amusement’ ‘killing time’. Inputting factors input in the 1st stage and ‘reading‘ Danmaku & ’uploading’ Danmaku in the 2nd stage, the term of using Danmaku has significant influence on gratification factor of ‘pursuit of amusement’ only. Further, both ‘reading’ Danmaku and ‘uploading’ Danmaku have significant influence on factors of gratification obtained. This study is meaningful in that it analyzes how viewers’ using attitude is when they use Danmaku in Chinese web drama.

Citation status

* References for papers published after 2022 are currently being built.