ScholarWorks@중앙대학교

초록

This study investigates the emotional mechanisms that influence user engagement on Danmaku, a popular participatory video platform in China, by integrating social presence theory and the S-O-R framework. Survey data from 242 users were analyzed using partial least squares structural equation modeling. The results show that the amplification of surprise (β = 0.215*) and sadness (β = 0.140**) significantly enhances the interactive atmosphere, whereas happiness (β = 0.019, n.s.) and anger (β = 0.089, n.s.) have no significant effect, providing only partial support for the initial hypotheses. The interactive atmosphere subsequently increases the consciousness of copresence (β = 0.453***) and user engagement with Danmaku (β = 0.340***), with R2 values of 0.139, 0.206, and 0.384, respectively. Moderation analysis reveals that long-term users are more influenced by anger amplification, while short-term users respond more to surprise and sadness. These findings highlight the asymmetric effects of discrete emotions on social engagement dynamics and offer practical implications for designing emotionally adaptive features in participatory media environments. © 2025 Academy of Taiwan Information Systems Research. All rights reserved.

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