[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.5392/JKCA.2020.20.10.268

Effect of Exposure to Body Image in Media and Bullet Screen on Weight Loss Intention - Focused on Bilibili, a Video Sharing Website of China

Liang, Shuang (이화여대 커뮤니케이션.미디어 학부)
Cho, Hee Jung (이화여대 커뮤니케이션.미디어 학부)
Lee, Hye Eun (이화여대 커뮤니케이션.미디어 학부)

Publication Information

The Journal of the Korea Contents Association / v.20, no.10, 2020 , pp. 268-283 More about this Journal

Abstract

The purpose of this study was to examine the effect of exposure to body image in media and bullet screen on weight loss intention by specifically focusing on Bilibili, a video sharing website of China. For the study, a 3 (Social viewing: no bullet screen vs. complimentary bullet screen vs. critical bullet screen) x 2 (Body image in media: ideal vs. realistic) between-subjects factorial design was conducted. A total of 310 Chinese women in their 20s were recruited to participate in an experimental survey. The main results showed that viewing the ideal body image with the complimentary bullet screen and realistic body image with the critical bullet screen strengthened the participants' intention on weight loss. Finally, the interaction effect of social viewing and the types of bullet screen were examined. The higher weight-loss intention was revealed when social viewing was conducted with the complimentary bullet screen of the ideal image. The results of this study can enhance the understanding of the bullet screen as a type of social viewing and its effect on user behavior intention.

Keywords

Bilibili; Media Usage; Bullet Screen; Social Viewing; Body Image; Weight Loss Intention;

Citations & Related Records

Times Cited By KSCI : 4 (Citation Analysis)

Reference
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