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Dynamic analysis of barrage comments on sentimental influence and behavior
Qiao Wang1, Liang Liu2, Stephen John Turnbull3
1Degree Programs in Systems and Information Engineering, University of Tsukuba, 305-8573, Ibaraki, Japan. s2430137@u.tsukuba.ac.jp.
Scientific Reports
|July 27, 2025
Summary
This study shows positive emotions boost purchase intentions and influence repetitive posting behavior on social media. User imitation of behaviors is linked to consistent positive emotions, demonstrating sentimental contagion.
Area of Science:
- Social Sciences
- Psychology
- Internet Studies
Background:
- Social media platforms accelerate the speed and complexity of sentiment's impact on user behavior.
- Understanding sentiment's influence on behavioral shifts is crucial in the digital age.
Purpose of the Study:
- To dynamically analyze user sentiment changes from personal and interpersonal viewpoints using the Emotions as Social Information (EASI) theory.
- To investigate the impact of sentiments on user behaviors, including purchase intentions and imitation behaviors.
Main Methods:
- Utilized HanLP for sentiment analysis.
- Employed structural equation modeling (SEM) and chi-square tests for data validation.
- Incorporated both real-time and video-time dimensions for analysis.
Main Results:
- Positive personal sentiment changes significantly increase users' purchase intentions.
- Positive emotions strongly influence repetitive posting behavior, with a weaker effect on repeated video watching.
- Users imitating others' behaviors exhibit more consistent positive emotions, supporting sentimental contagion.
Conclusions:
- Sentiment significantly impacts user behavior, particularly purchase intentions and imitation.
- Sentimental contagion is evident in user behaviors on social media platforms.
- The study provides dynamic validation of sentiment's role in online behavior across different dimensions.
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