An empirical investigation of the continuance intention using the bullet curtain

Purpose: In accordance with Bagozzi’s self-regulation theory, the aim of this paper is to explore the enablers and inhibitors of continuance intention from the perspective of bullet curtain, a new form of commentary on online video websites. Design/methodology/approach: A total of 350 questionnaires were collected for the final analysis (covering 101 questionnaires for the pilot test) from China’s bullet curtain website. To analyze the model, the authors adopted SmartPLS 3.2, a structural equation modeling software. Findings: As the results suggest, there is a positive correlation between satisfaction and continuance intention and a negative association between social network fatigue and continuance intention. In addition, synchronicity between the comments and video content, a dimension of synchronicity proposed in this study, improves the satisfaction. Furthermore, information overload significantly intensify social network fatigue. Practical implications: The results help bullet curtain providers offer better interactive environment and improve websites’ functions to stimulate users. Originality/value: By combining positive effect and negative effect of commentary, this study investigates Bagozzi’s theory in a context of bullet curtain. Besides, combinations of these factors help to gain insights in how the bullet curtain works in online video websites. These offer useful guidelines for managers to optimize a better system.