摘要：与以往对外部网络口碑和部分消费行为的关系进行简单线性概括的研究不同，本文基于消费者决策进程模型，以网络视频这一数字化产品为研究对象，抓取了B站的837部电影数据，以弹幕为切入点对外部网络口碑效价与数字化消费行为的关系及其边界条件展开研究。结果发现：外部网络口碑效价对“购买环”消费行为呈“倒U形”影响，对“忠诚度环”体验（点赞、收藏）、信任（硬币）行为呈“倒U形”影响，但对“忠诚度环”互粉（分享）行为呈“U形”影响。对于可见弹幕和总体弹幕来说，弹幕数量和弹幕情感改变了外部网络口碑与数字化消费行为过程间的曲线关系；非可见弹幕的数量和情感调节效应不显著。本研究丰富了外部网络口碑与数字化消费行为的研究成果，为弹幕研究提供新的研究思路，对数字化产品口碑营销管理有重要的现实指导意义。

Abstract: Compared to the existing research that analyzes the linear relationship between external online word-of-mouth and some online consumer behaviors (e.g., sales, purchase behavior), based on the consumer decision journey theory, this paper took films on the Bilibili platform as the research object, used crawler-collecting data from Bilibili.com and douban.com, and studied on the relationship between external online word-of-mouth valence and the process ofdigital consumption behavior. Furthermore, taking the danmaku as the breakthrough point,this paper studied the boundary conditions of these relationships. The results are as follows: Firstly, for the "purchase loop” behavior, external online word-of-mouth valence has an “inverted U-shaped” influence. For the “loyaltyloop" consumption behavior, a U-shaped relationship exists among external online word-of-mouth, enjoy, and bond, but the effect of external online word-of-mouth on advocation is an inverted U-shaped. Secondly, under the condition that the number of danmaku under the display quantity limitation of the website, danmaku volume, and danmaku valence moderate the curve relationship between external word-of-mouth valence and digital consumer behavior. But these moderate effects are not significant for the danmaku volume exceedingthe limitation. This paper enriches the current research results of external word-of-mouth, provides a new idea for danmaku research, and also offers insights into word-of-mouth marketing management about digital products.