It pays to diversify: Effect of bullet‐screen comment diversity on payment
研究发现弹幕评论的词汇多样性越高，观众在在线视频和直播中的支付越多，这一效应通过感知社会存在和信息丰富度中介，且对重度弹幕用户更显著。
Abstract Bullet‐screen comments (BSCs), a type of novel user‐generated content for online videos, have been rapidly adopted in recent years. Previous research has focused on consumers' responses to the presence and quantity of BSCs but overlooked their contents. We examine how one characteristic feature of BSCs' content—lexical diversity—affects users' payments. A large‐scale real‐world behavioral data set analysis and three lab studies show that high (vs. low) lexical diversity of BSCs increases viewers' payments in online video streaming contexts (e.g., online videos and live streaming). We further reveal that the positive effect of BSC diversity on payment is mediated by perceived social presence and information richness. We also demonstrate the moderating role of viewers' BSC usage level (heavy vs. light), such that the effect of BSC diversity on payment is significant for heavy BSC users, but diminishes for light users.