Exploring the Motivational Affordances of Danmaku Video Sharing Websites: Evidence from Gamification Design.

Danmaku video sharing website is a kind of popular social media used by digital natives in China. Very few existing studies or research models explain the psychological and behavioral aspects of user behavior in danmaku websites. The paper aims to explore the motivational affordances of Chinese danmaku websites from the gamification design perspective. Using the qualitative Delphi method and follow-up interviews, we leveraged the knowledge and experience of 18 panel members who were labelled as “UP主” in the ACG communities. Some key research findings have been drawn from the analysis.