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- Title
Bullet-screen engagement in videos and deindividualized online behavior: the chain mediating role of belonging and loneliness.
- Authors
Zou, Mingxuan; Mu, Defang
- Abstract
The bullet-screen function is frequently used by individuals when watching online videos. It can enhance the viewers' sense of belonging to the bullet screen group and reduce their feelings of loneliness while watching online videos. However, the deindividuation phenomenon often occurs on the network platform with user interaction functions. As a popular interactive video technology, it is unclear whether the bullet-screen engagement in videos will affect the viewers' deindividualized online behavior. Based on the theory of computer-mediated communication and the social identity model of deindividuation effects, this study explored the relationship between bullet-screen engagement and deindividualized online behavior, and the role of sense of belonging and loneliness between them. A total of 511 college students in China (M = 21.53, SD = 2.02, 45.4% males) were investigated with The Bullet-screen Engagement Questionnaire, The Sense of Belonging Instrument, The Loneliness Scale, and The Bullet-screen Environment Deindividualized Online Behavior Questionnaire. Sequential chain mediation model was built by the macro program PROCESS in SPSS. The model showed that (1) bullet-screen engagement positively predicted deindividualized online behavior; (2) The sense of belonging and loneliness mediated the relationship between bullet-screen engagement and deindividualized online behavior respectively; (3) The sequential chain mediation showed an indirect path (bullet-screen engagement – sense of belonging – loneliness – deindividualized online behavior). Bullet-screen engagement in videos can enhance viewers' sense of belonging and reduce loneliness, by which can also lead to deindividualized online behavior. Therefore, it is also crucial to pay attention to the negative effects of bullet-screen engagement in video.
- Subjects
CHINA; LONELINESS; STREAMING video &; television; TELEMATICS; INTERACTIVE videos; GROUP identity; COLLEGE students
- Publication
Current Psychology, 2024, Vol 43, Issue 21, p19162
- ISSN
1046-1310
- Publication type
Article
- DOI
10.1007/s12144-024-05746-7