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

摘要： 在新媒体时代，如何有效开发和利用外部资源实现自身转型是我国主流媒体面临的迫切问题。本研究从用户-媒体匹配的角度，关注弹幕这一新媒体技术是否能提升主流媒体信任及其潜在的社会心理机制。通过两个实验，结果揭示了用户归属需求对弹幕与主流媒体信任关系的正向调节作用，验证了情绪（积极vs消极情绪）和情感（媒体心理距离）双路径在其中的间接效应，且发现新闻类型影响情绪路径的表现。上述结果提示，在主流媒体转型过程中重视媒体资源（包括新媒体技术与新闻类型）与用户需求匹配的重要性，对未来新媒体心理研究有一定启发意义。

关键词: 弹幕, 主流媒体, 媒体信任, 匹配