Syracuse University SURFACE Theses - ALL January 2017 A Study of Danmaku Video on Attention Allocation, Social Presence, Transportation to Narrative, Cognitive Workload and Enjoyment Yuqian Ni Syracuse University Follow this and additional works at: https://surface.syr.edu/thesis Part of the Social and Behavioral Sciences Commons Recommended Citation Ni, Yuqian, "A Study of Danmaku Video on Attention Allocation, Social Presence, Transportation to Narrative, Cognitive Workload and Enjoyment" (2017). Theses - ALL. 127. https://surface.syr.edu/thesis/127 This Thesis is brought to you for free and open access by SURFACE. It has been accepted for inclusion in Theses - ALL by an authorized administrator of SURFACE. For more information, please contact
[email protected]. Abstract Danmaku video (video with overlaid comments) is a relatively new social TV format and is getting popular in China. This study conducted a 3-condition experiment to examine Danmaku video watching experience in terms of 5 aspects: attention allocation, social presence, transportation into narrative, cognitive workload and enjoyment. 61 Chinese college students from the Northeast region of US were recruited to participate the study. Result indicated out that Danmaku distracted some attention from the initial video content but fostered a feeling of joint viewing with others. The presence of Danmaku also had some effect on the enjoyment of watching videos, but did not affect cognitive workload or the degree of feeling being transported into video’s narrative. Keywords: danmaku video, attention, social presence, enjoyment, eye-movement, human-computer interaction, A STUDY OF DANMAKU VIDEO ON ATTENTION ALLOCATION, SOCIAL PRESENCE, TRANSPORTATION TO NARRATIVE, COGNITIVE WORKLOAD AND ENJOYMENT By Yuqian Ni B.A.