Abstract: [Purpose/Significance] This paper explores the rules of information avoidance behavior of danmaku users in video websites, which can provide reference for improving the function design of danmaku system, enhancing the sense of user experience in multiple aspects and optimizing the environment of danmaku video websites. [Design/Methodology] The experience sampling method and post-interview method were used comprehensively to explore the key process and emotional change of danmaku users' information avoidance behavior and the potential relationship between them, and on this basis, the information avoidance process model of danmaku users was built. [Findings/Conclusion] The information avoidance behavior and emotion of danmaku users in the process of browsing danmaku consists of four stages: "attention triggering-negative dominance", "evaluation & judgment-calm down", "behavioral feedback-positive occupation" and "deep experience-meet confidently", and is also affected by information, perception, ability, behavior and environment. In particular, the danmaku information avoidance of users includes two behaviors: complete information avoidance and selective information avoidance, and the two behaviors have different avoidance strategies. [Originality/Value] This study expands the research structure of users' information avoidance behavior, enriches the understanding of danmaku information avoidance mechanism from the perspective of process, and provides practical ideas for optimizing the functional design of danmaku video websites.

Key words: Danmaku, Information avoidance, Emotional evolution, Experience sampling method