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The Impact of Negative Platform News on Users Behavior

Negative news reports not only directly affect the business strategy of a company, but also indirectly change its user behavior patterns. We take China Central Television's report on the existence of vulgar animation in Bilibili as a natural experiment, and collects the video and vlogger information on Bilibili. The result shows that a series of interactive behaviors such as video viewing and comments decrease after the event. Interestingly, after controlling the viewing volume, the audience's willingness to express likes increases, and the audience's behaviors such as collecting, coining, commenting and Danmu remain declining, and there is no significant change in the willingness to share. In practice, the government and news organizations should pay attention to the impact of negative news on enterprises and even the industry. Also, companies should adopt targeted management methods for different interactive behaviors after a reputation crisis occurs.