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
Issue Date
2017
Keyword(s)
Danmaku video sharing website
We-intention
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.
Publisher
iSchools
Series/Report Name or Number
iConference 2017 Proceedings
Type of Resource
text
Language
en
Permalink
http://hdl.handle.net/2142/96775
Copyright and License Information
Copyright 2017 Yuxiang Zhao, Xixian Peng, Jian Tang, and Shijie Song
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