Asia Pacific Journal of Marketing and Logistics· 2026Q1
Towards age-friendly live streaming: the impact of bullet-screen comments speed and density on older adults' user experience in health-oriented live streaming
- 0citations
- Q1SCImago
- 2026year
Short summary
Older adults' information acquisition, perceived effort, and experience in health live streams are significantly impacted by the interaction of bullet-screen comment (BSC) speed and density, with low density generally preferred and medium density enhancing immersion.
AI-generated from the title and abstract; the full text is not read.
Key points
- BSC speed and density interact to influence older adults' information acquisition accuracy, willingness to use, and perceived effort in health live streams.
- Low BSC density generally supports more favorable evaluations and information acquisition for older adults.
- Medium BSC density, compared to low or high, produced greater immersion.
- A universal advantage for slow comments was not supported; the optimal speed depends on density and user preference.
AI-generated from the title and abstract; the full text is not read.
Abstract
Purpose This study examines how bullet-screen comment (BSC) speed and density jointly shape older adults' information acquisition, perceived effort and consumer experience in health-oriented live streaming, with implications for platform engagement and health-marketing communication. Design/methodology/approach A 2 (speed: slow vs. fast) × 3 (density: low vs. medium vs. high) between-subjects experiment involved 60 healthy Chinese adults aged 60–65 (n = 10 per condition). Participants viewed a 60-second simulated health stream and completed a ten-item information-acquisition test and five single-item ratings. Two-way ANOVAs assessed main and interaction effects; brief interviews contextualised the quantitative findings. Findings Speed and density interacted for information-acquisition accuracy, willingness to use, and perceived effort. Density significantly affected all subjective outcomes. Low density generally supported more favourable evaluations, whereas medium density produced greater immersion than high density. The predicted universal advantage of slow comments was not supported. Research limitations/implications The small sample, narrow age range, one-minute simulation, single-item subjective indicators and incomplete archival records for absolute comment velocity and exposure limit construct validity and generalisability. Practical implications Platforms should avoid fixed bullet-screen settings. Low density is advisable for information-intensive health content, while speed should be adjusted jointly with density and user preference. Originality/value The study extends digital-inclusion research to dynamic comment overlays in health-oriented live streaming and identifies speed-density interactions and non-linear boundary conditions in older adults' responses.
The authors' abstract, as published at the source. Asia Pacific Journal of Marketing and Logistics, 2026 · DOI ↗
Continue with a free account
Ask the paper: 3 free questions a day about this paper; save it, get its citation, new summaries every day for your field. Takeaways are Premium.
Continue free on the webSign in with Google or Apple; no card needed. You come back to this paper.
On your phone:
Field: Demography
DemographySocial Sciences