Participatory Video Platform : Factors Influencing the Perceived Value of Danmaku Function Users

Beginner investors who are not familiar with stock investment are apt to make emotional investment decisions due to lack of investment principles and lack of experience. They also make irrational decisions by reacting sensitively to investment results and executing aggressive investments in the future. In order to prevent this psychological bias and to make rational decisions for stock investors, it is important to refine their investment behavior through continuous experience and refinement. Therefore, in this study, we conducted experiment of 2X2 between subject design with two Independent variables(partnership, ritual). The study found the main effect on the partnership elements for three dependent variables. However, no main effects were found on the ritual elements. In addition, no interaction effects were found between the partnership and ritual elements. The results suggest that the social factors of chatbot, such as partnerships, should be actively considered when designing chatbot agents that reflect the subjective characteristics of individual users. On the other hand, further research is needed on the limitations of the practical application of the ritual element.