To Explore the Relationship between the User Experience Factors of Video-Sharing Platform and Consumers' Media Experience

10.29465/IJDMD.201812_10(2).0002

Yu, Yi-Lin

user experience ； media experience ； danmu phenomenon ； video-sharing platform ； me- media

國際數位媒體設計學刊

10卷2期（2018 / 12 / 01）

11 - 19

英文

Rapid development in digital communications technology has greatly enhanced Internet transmission technology. The diversity of Internet transmission, transmission efficiency and interactive quality have made online video viewing an important entertainment for Internet users in Taiwan. Video platforms that allow audience to communicate with each other are popular and widely used by today's Internet users, and have become an alternative form of e-commerce, prompting the interest of industries and academia. This study examined AcFun and Bilibili, interactive video platforms built by e-commerce providers in China, to explore the relationship between the experience factors of users of interactive video platforms and consumer media experience to determine why users favor danmu platform. A quantitative research does conducted using online questionnaires. Results indicated that four dimensions of media experience of danmu platform users showed high positive correlation to seven dimensions of user experience in video audio platforms. In addition, the gender, age and education of users were important factors affecting participation in interactive video websites. The research results will used as theoretical reference for future studies. Recommendations provided for enterprises planning to develop video and audio sharing platform so that user experience factors of video audio sharing platform can satisfy the different levels of consumer needs by offering a more diversified media experience.

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