Live vs. Static Comments: Empirical Analysis of Their Differential Effects on User Evaluation of Online Videos
Unlike static comments, which are typically located below online videos, live comments affect consumers’ video-watching experiences in real time and may influence their evaluation of the video in distinct ways. Despite the significance of live comments, few studies have explored the differentiated e...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-05-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/20/2/102 |
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| author | Di Huo Peng Zou Yingchao Lu |
| author_facet | Di Huo Peng Zou Yingchao Lu |
| author_sort | Di Huo |
| collection | DOAJ |
| description | Unlike static comments, which are typically located below online videos, live comments affect consumers’ video-watching experiences in real time and may influence their evaluation of the video in distinct ways. Despite the significance of live comments, few studies have explored the differentiated effects of live comments vs. static comments on user evaluation of online videos. Utilizing a dataset comprising approximately two million pieces of textual data from a leading Chinese online video platform, our findings reveal substantial differences between the effects of live and static comments, with these effects varying by video type (informational versus emotional) and showing notable changes during health threats. This study examines the differential impact of live vs. static comments, providing empirical evidence for distinct information processing pathways under varying time constraints. Our results shed light on the underlying mechanisms responsible for the diverse effects of different forms of social interaction, offering valuable theoretical insights. They also have managerial implications regarding how online video platforms can facilitate engagement among viewers and between video creators and their audiences. |
| format | Article |
| id | doaj-art-ca6cfbcea50d4b8fa35bd376e99b529e |
| institution | Kabale University |
| issn | 0718-1876 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-ca6cfbcea50d4b8fa35bd376e99b529e2025-08-20T03:27:28ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762025-05-0120210210.3390/jtaer20020102Live vs. Static Comments: Empirical Analysis of Their Differential Effects on User Evaluation of Online VideosDi Huo0Peng Zou1Yingchao Lu2Business School, Harbin Institute of Technology, Harbin 150001, ChinaBusiness School, Harbin Institute of Technology, Harbin 150001, ChinaSchool of Management, Seoul School of Integrated Sciences and Technologies, Seoul 03767, Republic of KoreaUnlike static comments, which are typically located below online videos, live comments affect consumers’ video-watching experiences in real time and may influence their evaluation of the video in distinct ways. Despite the significance of live comments, few studies have explored the differentiated effects of live comments vs. static comments on user evaluation of online videos. Utilizing a dataset comprising approximately two million pieces of textual data from a leading Chinese online video platform, our findings reveal substantial differences between the effects of live and static comments, with these effects varying by video type (informational versus emotional) and showing notable changes during health threats. This study examines the differential impact of live vs. static comments, providing empirical evidence for distinct information processing pathways under varying time constraints. Our results shed light on the underlying mechanisms responsible for the diverse effects of different forms of social interaction, offering valuable theoretical insights. They also have managerial implications regarding how online video platforms can facilitate engagement among viewers and between video creators and their audiences.https://www.mdpi.com/0718-1876/20/2/102live commentsstatic commentsdual system theoryinformational videosemotional videoshealth threats |
| spellingShingle | Di Huo Peng Zou Yingchao Lu Live vs. Static Comments: Empirical Analysis of Their Differential Effects on User Evaluation of Online Videos Journal of Theoretical and Applied Electronic Commerce Research live comments static comments dual system theory informational videos emotional videos health threats |
| title | Live vs. Static Comments: Empirical Analysis of Their Differential Effects on User Evaluation of Online Videos |
| title_full | Live vs. Static Comments: Empirical Analysis of Their Differential Effects on User Evaluation of Online Videos |
| title_fullStr | Live vs. Static Comments: Empirical Analysis of Their Differential Effects on User Evaluation of Online Videos |
| title_full_unstemmed | Live vs. Static Comments: Empirical Analysis of Their Differential Effects on User Evaluation of Online Videos |
| title_short | Live vs. Static Comments: Empirical Analysis of Their Differential Effects on User Evaluation of Online Videos |
| title_sort | live vs static comments empirical analysis of their differential effects on user evaluation of online videos |
| topic | live comments static comments dual system theory informational videos emotional videos health threats |
| url | https://www.mdpi.com/0718-1876/20/2/102 |
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