关键词: 弹幕梗, 虚拟社区感, 卷入度, 眼动技术

Abstract:

With the rise and growth of bullet screen videos, academic interest in“danmaku culture” is growing.The bullet screen feature superimposes time-synchronized user comments on videos, creating a unique shared viewing experience for online audiences. This study aims to explore the mechanisms by which bullet screen content influences users' sense of virtual community. Using a combination of behavioral and eye-tracking experimental methods, the study investigated the relationship between type of bullet screen comments and the sense of virtual community, and also examined the mediating role of bullet-screen involvement. The results of the study showed that compared to non-meme bullet screens, memes attracted more users' attention, promoted higher involvement in the bullet screen videos, and enhanced the sense of virtual community. This study reveals that danmaku memes are common symbols and markers of group identity in a virtual community of bullet screen videos, and elucidates the intrinsic mechanism by which the type of bullet screen comment affects the sense of virtual community.

Key words: danmaku meme, the sense of virtual community, involvement, eye-tracking technique