关键词: 弹幕, 主流媒体, 媒体信任, 匹配

Abstract: In the new media era, the mainstream media in our country confronts the pressing problem of how to develop and take advantage of external resources to fulfil its own transformation. From the perspective of user-media fit, the present research explored whether the new media technology Danmaku could promote mainstream media trust and its potential social psychological mechanisms. Through two experimental studies, we found the positive moderating effect of users’ need of affiliation on the relationship between Danmak and mainstream media trust, and confirmed the dual indirect paths of emotion (i.e., positive and negative emotion) and affect (the psychological distance between users and media), which depended on the typology of news. These findings suggest that we should value the importance of fit between media resources (including new media technology and news typology) and users’ psychological needs in the transformation of mainstream media in the new media era.

Key words: Danmaku, mainstream media, media trust, fit