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Title:Understanding young people’s we-intention to contribute in Danmaku websites: Motivational, social, and subculture influence
Author(s):Zhao, Yuxiang; Peng, Xixian; Tang, Jian; Song, Shijie
Subject(s):Danmaku video sharing website
Sense of virtual community
Social presence
Subcultural identity
Abstract:Various social media have promoted the emergence and development of diverse subcultures among the young generation. ACG (Animation, Comic, and Game) is such an adolescent subculture which is fascinating to a group of young people, named Otaku. Danmaku video sharing website is an important social media for them to communicate, and reflects an obvious hedonic characteristic of usage. In this study, we propose a research model in the context of Danmaku websites. First, we include an important social driver, sense of virtual community (SOVC), to predict we-intention of participants. Second, we employ social presence theory and uses and gratifications theory to understand the formation of SOVC. In addition, we argue that when considering young people’s usage of innovative IT product, the degree of their identity within the subcultural involved in the product should also be included. Finally, a longitudinal field study is designed to test the research model and hypotheses.
Issue Date:2017
Citation Info:Zhao, Y., Peng, X., Tang, J., & Song, S. (2017). Understanding Young People’s We-Intention to Contribute in Danmaku Websites: Motivational, Social, and Subculture Influence. In iConference 2017 Proceedings (pp. 359-369).
Series/Report:iConference 2017 Proceedings
Genre:Conference Paper / Presentation
Rights Information:Copyright 2017 Yuxiang Zhao, Xixian Peng, Jian Tang, and Shijie Song
Date Available in IDEALS:2017-07-27

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