publications

2025

1. CHI

   “Can’t believe I’m crying over an anime girl”: Public Parasocial Grieving and Coping Towards VTuber Graduation and Termination

   Ken Jen Lee , Piaohong Wang , and Zhicong Lu

   In Proceedings of the 2025 CHI Conference on Human Factors in Computing Systems , 2025
2. CHI

   How Users Who are Blind or Low Vision Play Mobile Games: Perceptions, Challenges, and Strategies

   Zihe Ran , Xiyu Li , Qing Xiao , Xianzhe Fan , Franklin Mingzhe Li , Yanyun Wang , and Zhicong Lu

   In Proceedings of the 2025 CHI Conference on Human Factors in Computing Systems , 2025
3. CHI

   Let’s Influence Algorithms Together: How Millions of Fans Build Collective Understanding of Algorithms and Organize Coordinated Algorithmic Actions

   Qing Xiao , Yuhang Zheng , Xianzhe Fan , Bingbing Zhang , and Zhicong Lu

   In Proceedings of the 2025 CHI Conference on Human Factors in Computing Systems , 2025
4. CHI

   HarmonyCut: Supporting Creative Chinese Paper-cutting Design with Form and Connotation Harmony

   Huanchen Wang , Tianrui Qiu , Jiaping Li , Zhicong Lu, and Yuxin Ma

   In Proceedings of the 2025 CHI Conference on Human Factors in Computing Systems , 2025
5. CHI

   “Douyin is My Nourishment of the Mind”: Exploring the Infrastructuralization Process of Short Video Sharing Platforms in Rural China

   Yuling Sun , Mingling Tang , Zhicong Lu, and Liang He

   In Proceedings of the 2025 CHI Conference on Human Factors in Computing Systems , 2025
6. CHI

   User-Driven Value Alignment: Understanding Users’ Perceptions and Strategies for Addressing Biased and Discriminatory Statements in AI Companions

   Xianzhe Fan , Qing Xiao , Xuhai Zhou , Jiaxin Pei , Maarten Sap , Zhicong Lu, and Hong Shen

   In Proceedings of the 2025 CHI Conference on Human Factors in Computing Systems , 2025
7. CHI

   The Odyssey Journey: Top-Tier Medical Resource Seeking for Specialized Disorder in China

   Ka I Chan , Siying Hu , Yuntao Wang , Xuhai "Orson" Xu , Zhicong Lu, and Yuanchun Shi

   In Proceedings of the 2025 CHI Conference on Human Factors in Computing Systems , 2025
8. CHI

   ProductMeta: An Interactive System for Metaphorical Product Design Ideation with Multimodal Large Language Models

   Qingyi Zhou , Jie Deng , Yu Liu , Yun Wang , Yan Xia , Yang Ou , Zhicong Lu, Sai Ma , Scarlett Li , and Yingqing Xu

   In Proceedings of the 2025 CHI Conference on Human Factors in Computing Systems , 2025
9. CSCW

   DanModCap: Designing a Danmaku Moderation Tool for Video-Sharing Platforms that Leverages Impact Captions

   Siying Hu , Huanchen Wang , Yu Zhang , Piaohong Wang , and Zhicong Lu

   Proceedings of the ACM on Human-Computer Interaction (CSCW) (to appear at CSCW 2025), Apr 2025

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10. CSCW

    Douyin as a Memorial Gathering for CoCo: Algorithmic Experiences of Online Collective Mourning

    Luoying Lin , and Zhicong Lu

    Proceedings of the ACM on Human-Computer Interaction (CSCW) (to appear at CSCW 2025), Apr 2025
11. CSCW

    Behind the Same Mask: Understanding the Practice of Spontaneous Collective Anonymity on Chinese Social Platforms

    Suqi Lou , Weijun Li , Chao Zhang , Shi Chen , Zhicong Lu, and Yaxing Yao

    Proceedings of the ACM on Human-Computer Interaction (CSCW) (to appear at CSCW 2025), Apr 2025
12. CSCW

    How Social Media Plays A Role in Stay-At-Home-Mom’s Transition: A Case Study in China

    Xinyi Zhang , Minzhu Zhao , Yaxing Yao , and Zhicong Lu

    Proceedings of the ACM on Human-Computer Interaction (CSCW) (to appear at CSCW 2025), Apr 2025

2024

1. CHI

   "There is a Job Prepared for Me Here": Understanding How Short Video and Live-streaming Platforms Empower Ageing Job Seekers in China

   Piaohong Wang , Siying Hu , Bo Wen , and Zhicong Lu

   In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems , Apr 2024

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2. CHI

   Metamorpheus: Interactive, Affective, and Creative Dream Narration Through Metaphorical Visual Storytelling

   Qian Wan , Xin Feng , Yining Bei , Zhiqi Gao , and Zhicong Lu

   In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems , Apr 2024

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3. CHI

   CoPrompt: Supporting Prompt Sharing and Referring in Collaborative Natural Language Programming

   Li Feng , Hen Chen Yen , Yuzhe You , Mingming Fan , Jian Zhao , and Zhicong Lu

   In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems , Apr 2024

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4. CHI

   Critical Heritage Studies as a Lens to Understand Short Video Sharing of Intangible Cultural Heritage on Douyin

   Huanchen Wang , Minzhu Zhao , Wanyang Hu , Yuxin Ma , and Zhicong Lu

   In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems , Apr 2024

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5. CHI

   #PoetsOfInstagram: Navigating the Practices and Challenges of Novice Poets on Instagram

   Ankolika De , and Zhicong Lu

   In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems , Apr 2024

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6. CHI

   Seeking Soulmate via Voice: Understanding Promises and Challenges of Online Synchronized Voice-Based Mobile Dating

   CHI 2024 Best Paper Honourable Mention

   Chenxinran Shen , Yan Xu , Ray LC , and Zhicong Lu

   In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems , Apr 2024

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7. CHI

   Wrist-bound Guanxi, Jiazu, and Kuolie: Unpacking Chinese Adolescent Smartwatch-Mediated Socialization

   Lanjing Liu , Chao Zhang , and Zhicong Lu

   In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems , Apr 2024

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8. CHI

   Persuasion or Insulting? Unpacking Discursive Strategies of Gender Debate in Everyday Feminism in China

   Yue Deng , Zheng Chen , Changyang He , Zhicong Lu, and Bo Li

   In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems , Apr 2024

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9. CSCW

   Dismantling Gender Blindness in Online Discussion of a Crime/Gender Dichotomy

   CSCW 2024 DEI Recognition

   Yigang Qin , Weilun Duan , Qunfang Wu , and Zhicong Lu

   Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2024

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10. CSCW

    Investigating VTubing as a Reconstruction of Streamer Self-Presentation: Identity, Performance, and Gender

    Qian Wan , and Zhicong Lu

    Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2024

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11. CSCW

    “It Felt Like Having a Second Mind”: Investigating Human-AI Co-creativity in Prewriting with Large Language Models

    Qian Wan , Saying Hu , Yu Zhang , Piaohong Wang , Bo Wen , and Zhicong Lu

    Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2024

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12. CSCW

    Understanding Chinese Internet Users’ Perceptions of, and Online Platforms’ Compliance with, the Personal Information Protection Law (PIPL)

    Morgana Mo Zhou , Zhiyan Qu , Jinhan Wan , Bo Wen , Yaxing Yao , and Zhicong Lu

    Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2024

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13. CSCW

    Engage Wider Audience or Facilitate Quality Answers? a Mixed-methods Analysis of Questioning Strategies for Research Sensemaking on a Community Q&A Site

    Changyang He , Yue Deng , Lu He , Qingyu Goo , Yu Zhang , Zhicong Lu, and Bo Li

    Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2024

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14. ChineseCHI

    "Not to Show Off but to Express Love for Life": Management and Presentation of Older Square Dancing Groups via WeChat and Video Communities in China"

    Yuting Diao , Zhicong Lu, Qi Lu , Guanhong Liu , Jiaxing Wang , Yuanling Feng , and Jihong Jeung

    In Proceedings of the Eleventh International Symposium of Chinese CHI , Apr 2024

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    Information and Communication Technologies (ICTs) support community engagement of older people to improve their quality of life. Prior research has explored how Information and Communication Technologies(ICTs) enable older people to social connectedness, activity engagement, self-expression, and identity development in older self-organized communities. However, there have been comparatively few studies on how mainstream ICTs help older people manage and develop self-organized communities in China, where the ICTs context differs greatly from the Western world. This study examined how older square dancing groups maintain and develop groups through WeChat groups and video communities. We interviewed fourteen elderly dancers from eight dance groups. We show how the WeChat group and the video community positively contributed to the internal management for maintaining cohesion and external presentation for seeking social identity. We present insights from members’ historical and cultural lens, describe ICTs practice from experiences throughout the country’s previous collectivization phase and provide design implications for further research in this direction.

2023

1. TOCHI

   Malicious Selling Strategies in Livestream E-Commerce: A Case Study of Alibaba’s Taobao and ByteDance’s TikTok

   Qunfang Wu , Yisi Sang , Dakuo Wang , and Zhicong Lu

   ACM Trans. Comput.-Hum. Interact., Dec 2023

   Just Accepted

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2. CHI PLAY

   Let’s Play Together through Channels: Understanding the Practices and Experience of Danmaku Participation Game Players in China

   Piaohong Wang , and Zhicong Lu

   Proceedings of the ACM on Human-Computer Interaction (CHI Play), Oct 2023

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3. DIS

   GANCollage: A GAN-Driven Digital Mood Board to Facilitate Ideation in Creativity Support

   Qian Wan , and Zhicong Lu

   In Proceedings of the 2023 ACM Designing Interactive Systems Conference , Oct 2023

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4. CHI

   Understanding Communication Strategies and Viewer Engagements of Science Knowledge Videos on Bilibili

   Yu Zhang , Changyang He , Huanchen Wang , and Zhicong Lu

   In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems , Oct 2023

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5. CHI

   StoryChat: Designing a Narrative-Based Viewer Participation Tool for Live Streaming Chatrooms

   Hen Chen Yen , Li Feng , Brinda Mehra , Ching Christie Pang , Siying Hu , and Zhicong Lu

   In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems , Oct 2023

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6. CHI

   Understanding Personal Data Tracking and Sensemaking Practices for Self-Directed Learning in Non-classroom and Non-computer-based Contexts

   CHI 2023 Best Paper Honourable Mention

   Zhiyi Ethan Rong , Mo Morgana Zhou , Ge Gao , and Zhicong Lu

   In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems , Oct 2023

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7. CHI

   Making Sense of Post-match Fan Behaviors in the Online Football Communities

   Yucheng Wang , and Zhicong Lu

   In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems , Oct 2023

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8. CHI

   Seeking Love and Companionship through Streaming: Unpacking Livestreamer-moderated Senior Matchmaking in China

   Changyang He , Lu He , Zhicong Lu, and Bo Li

   In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems , Oct 2023

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9. CHI

   Work with AI and Work for AI: Autonomous Vehicle Safety Drivers’ Lived Experiences

   Mengdi Chu , Keyu Zong , Xin Shu , Jiangtao Gong , Zhicong Lu, Xinyi Dai , Kaiming Guo , and Guyue Zhou

   In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems , Oct 2023

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10. CSCW

    Exploring Temporal and Multilingual Dynamics of Post-Disaster Social Media Discourse: A Case of Fukushima Daiichi Nuclear Accident

    Saiyue Lyu , and Zhicong Lu

    Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2023

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11. CSCW

    "My Culture, My People, My Hometown": Chinese Ethnic Minorities Seeking Cultural Sustainability by Video Blogging

    Si Chen , Xinyue Chen , Yun Huang , and Zhicong Lu

    Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2023

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12. CSCW

    "I Have to Use My Son’s QR Code to Run the Business": Unpacking Senior Street Vendors’ Challenges in Mobile Money Collection in China

    Changyang He , Lu He , Zhicong Lu, and Bo Li

    Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2023

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2022

1. CHI

   Dare to Dream, Dare to Livestream: How E-Commerce Livestreaming Empowers Chinese Rural Women

   Ningjing Tang , Lei Tao , Bo Wen , and Zhicong Lu

   In Proceedings of the 2022 CHI Conference on Human Factors in Computing Systems , Apr 2022

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2. CHI

   Remote Co-teaching in Rural Classroom: Current Practices, Impacts, and Challenges

   Siling Guo , Tianchen Sun , Jiangtao Gong , Zhicong Lu, Liuxin Zhang , and Qianying Wang

   In Proceedings of the 2022 CHI Conference on Human Factors in Computing Systems , Apr 2022

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3. CHI

   Beyond Virtual Bazaar: How Social Commerce Promotes Inclusivity for the Traditionally Underserved Community in Chinese Developing Regions

   Zhilong Chen , Hancheng Cao , Xiaochong Lan , Zhicong Lu, and Yong Li

   In Proceedings of the 2022 CHI Conference on Human Factors in Computing Systems , Apr 2022

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4. CHI

   Impact and User Perception of Sandwich Attacks in the DeFi Ecosystem

   Ye Wang , Patrick Zuest , Yaxing Yao , Zhicong Lu, and Roger Wattenhofer

   In Proceedings of the 2022 CHI Conference on Human Factors in Computing Systems , Apr 2022

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5. DIS

   The Crafts+Fabrication Workshop: Engaging Students with Intangible Cultural Heritage-Oriented Creative Design

   Zhicong Lu, Peng Tan , Yi Ji , and Xiaojuan Ma

   In Designing Interactive Systems Conference , Apr 2022

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6. DIS

   “It Feels Like Being Locked in A Cage”: Understanding Blind or Low Vision Streamers’ Perceptions of Content Curation Algorithms

   Ethan Z. Rong , Mo Morgana Zhou , Zhicong Lu, and Mingming Fan

   In Designing Interactive Systems Conference , Apr 2022

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7. CSCW

   An Exploration of Captioning Practices and Challenges of Individual Content Creators on YouTube for People with Hearing Impairments

   Franklin Mingzhe Li , Cheng Lu , Zhicong Lu, Patrick Carrington , and Khai N. Truong

   Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2022

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8. CSCW

   Gay Dating on Non-dating Platforms: The Case of Online Dating Activities of Gay Men on a Q&A Platform

   Ye Wang , Zhicong Lu, and Roger Wattenhofer

   Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2022

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9. CSCW

   "I Never Imagined Grandma Could Do So Well with Technology": Evolving Roles of Younger Family Members in Older Adults’ Technology Learning

   Xinru Tang , Yuling Sun , Bowen Zhang , Zimi Liu , Ray LC , Zhicong Lu, and Xin Tong

   Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2022

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10. CSCW

    Practitioners Versus Users: A Value-Sensitive Evaluation of Current Industrial Recommender System Design

    Zhilong Chen , Jinghua Piao , Xiaochong Lan , Hancheng Cao , Chen Gao , Zhicong Lu, and Yong Li

    Proceedings of the ACM on Human-Computer Interaction (CSCW), Apr 2022

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11. ASSETS

    “It’s Just Part of Me:” Understanding Avatar Diversity and Self-presentation of People with Disabilities in Social Virtual Reality

    Kexin Zhang , Elmira Deldari , Zhicong Lu, Yaxing Yao , and Yuhang Zhao

    In Proceedings of the 24th International ACM SIGACCESS Conference on Computers and Accessibility , Apr 2022

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    In social Virtual Reality (VR), users are embodied in avatars and interact with other users in a face-to-face manner using avatars as the medium. With the advent of social VR, people with disabilities (PWD) have shown an increasing presence on this new social media. With their unique disability identity, it is not clear how PWD perceive their avatars and whether and how they prefer to disclose their disability when presenting themselves in social VR. We fill this gap by exploring PWD’s avatar perception and disability disclosure preferences in social VR. Our study involved two steps. We first conducted a systematic review of fifteen popular social VR applications to evaluate their avatar diversity and accessibility support. We then conducted an in-depth interview study with 19 participants who had different disabilities to understand their avatar experiences. Our research revealed a number of disability disclosure preferences and strategies adopted by PWD (e.g., reflect selective disabilities, present a capable self). We also identified several challenges faced by PWD during their avatar customization process. We discuss the design implications to promote avatar accessibility and diversity for future social VR platforms.

2021

1. CHI

   More Kawaii than a Real-Person Streamer: Understanding How the Otaku Community Engages with and Perceives Virtual YouTubers

   Zhicong Lu, Chenxinran Shen , Jiannan Li , Hong Shen , and Daniel Wigdor

   In Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems , Apr 2021

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2. CHI

   The Labor of Fun: Understanding the Social Relationships between Gamers and Paid Gaming Teammates in China

   CHI 2021 Best Paper Honourable Mention

   Chenxinran Shen , Zhicong Lu, Travis Faas , and Daniel Wigdor

   In Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems , Apr 2021

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3. CHI

   All in One Group: Current Practices, Lessons and Challenges of Chinese Home-School Communication in IM Group Chat

   Zheng Yao , Jiangtao Gong , and Zhicong Lu

   In Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems , Apr 2021

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4. CSCW

   StreamSketch: Exploring Multi-Modal Interactions in Creative Live Streams

   Zhicong Lu, Ribaiat Habib Kazi , Li-yi Wei , Mira Dontcheva , and Karrie Karahalios

   Proceedings of the ACM on Human-Computer Interaction, 5(CSCW), Nov 2021

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5. CSCW

   “Positive Energy”: Perceptions and Attitudes Towards COVID-19 Information on Social Media in China

   Zhicong Lu, Yue Jiang , Chenxinran Shen , Margaret Jack , Daniel Wigdor , and Mor Naaman

   Proceedings of the ACM on Human-Computer Interaction, 5(CSCW), Nov 2021

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6. CHI PLAY

   Players’ Stories and Secrets in Animal Crossing: New Horizons-Exploring Design Factors for Positive Emotions and Social Interactions in a Multiplayer Online Game

   Xin Tong , Diane Gromala , Carman Neustaedter , F. David Fracchia , Yisen Dai , and Zhicong Lu

   Proceedings of the ACM on Human-Computer Interaction (CHI Play), Oct 2021

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2020

1. CHI

   The Government’s Dividend: Complex Perceptions of Social Media Misinformation in China

   Zhicong Lu, Yue Jiang , Cheng Lu , Mor Naaman , and Daniel Wigdor

   In Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems , Oct 2020

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2. HCII

   Exploring TikTok Use and Non-use Practices and Experiences in China

   Xing Lu , Zhicong Lu, and Changqing Liu

   In Social Computing and Social Media. Participation, User Experience, Consumer Experience, and Applications of Social Computing, HCI International , Oct 2020

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   Short-form video sharing mobile applications like TikTok (Douyin) have been gaining traction globally in recent years. These video sharing platforms have transformed how users consume online content in a drastic way. The recommendation algorithms of these applications form a “ludic loop” for users – the more users watch videos, the better the algorithms work, and the more users are exposed to content of their interest. Although prior research has explored how and why users watch short-form videos, relatively little research has studied those who choose not to use Douyin. To address this, we conducted a survey study with Internet users in China (N = 192), focusing specifically on Douyin and those who have abandoned or never adopted Douyin. Our results show that various perceptions of these users shape diverse practices of engagement with and disengagement from Douyin. Those who choose not to use Douyin are mostly motivated by the fear of addiction, or the stigmatized perceptions of videos on Douyin that deemed low-quality. Those who are using Douyin and those who choose to quit Douyin have different perceptions of the efficacy of Douyin’s recommendation algorithms. We situate our findings with prior research on technology non-use, and provide design implications for future video-based social media.

2019

1. Live Streaming in China for Sharing Knowledge and Promoting Intangible Cultural Heritage

   Zhicong Lu

   Interactions, Dec 2019

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2. Improving Viewer Engagement and Communication Efficiency within Non-Entertainment Live Streaming

   Zhicong Lu

   In The Adjunct Publication of the 32nd Annual ACM Symposium on User Interface Software and Technology , Dec 2019

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3. CSCW

   Vicariously Experiencing It All Without Going Outside: A Study of Outdoor Livestreaming in China

   Zhicong Lu, Michelle Annett , and Daniel Wigdor

   Proceedings of the ACM on Human-Computer Interaction, 3(CSCW), Nov 2019

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4. CHI

   “I Feel It is My Responsibility to Stream”: Streaming and Engaging with Intangible Cultural Heritage through Livestreaming

   CHI 2019 Best Paper Award

   Zhicong Lu, Michelle Annett , Mingming Fan , and Daniel Wigdor

   In Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems , Nov 2019

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5. HCII

   Fifteen Seconds of Fame: A Qualitative Study of Douyin, A Short Video Sharing Mobile Application in China

   Xing Lu , and Zhicong Lu

   In Social Computing and Social Media. Participation, User Experience, Consumer Experience, and Applications of Social Computing, HCI International , Nov 2019

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2018

1. CHI

   You Watch, You Give, and You Engage: A Study of Live Streaming Practices in China

   Zhicong Lu, Haijun Xia , Seongkook Heo , and Daniel Wigdor

   In Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems , Nov 2018

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   Despite gaining traction in North America, live streaming has not reached the popularity it has in China, where live- streaming has a tremendous impact on the social behaviors of users. To better understand this socio-technological phenomenon, we conducted a mixed methods study of live streaming practices in China. We present the results of an online survey of 527 live streaming users, focusing on their broadcasting or viewing practices and the experiences they find most engaging. We also interviewed 14 active users to explore their motivations and experiences. Our data revealed the different categories of content that was broadcasted and how varying aspects of this content engaged viewers. We also gained insight into the role reward systems and fan group-chat play in engaging users, while also finding evidence that both viewers and streamers desire deeper channels and mechanisms for interaction in addition to the commenting, gifting, and fan groups that are available today.

2. CSCW

   StreamWiki: Enabling Viewers of Knowledge Sharing Live Streams to Collaboratively Generate Archival Documentation for Effective In-Stream and Post Hoc Learning

   Zhicong Lu, Seongkook Heo , and Daniel J. Wigdor

   Proceedings of the ACM on Human-Computer Interaction, 2(CSCW), Nov 2018

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3. VIS

   InkPlanner: Supporting prewriting via intelligent visual diagramming

   Zhicong Lu, Mingming Fan , Yun Wang , Jian Zhao , Michelle Annett , and Daniel Wigdor

   IEEE transactions on visualization and computer graphics, Nov 2018

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2017

1. Comparing Mid-Air Finger Motion with Touch for Small Target Acquisition on Wearable Devices

   Mingming Fan , Anuruddha Hettiarachchi , Zhicong Lu, Seyong Ha , and Priyank Gupta

   In Proceedings of the 2017 CHI Conference Extended Abstracts on Human Factors in Computing Systems , Nov 2017

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2. HCII EA

   The Rise and Proliferation of Live-Streaming in China: Insights and Lessons

   Jinglan Lin , and Zhicong Lu

   In HCI International 2017 – Posters’ Extended Abstracts , Nov 2017

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   The $5 billion dollar live streaming industry has a tremendous impact on the social behaviours of internet users in China. However, despite early appearance of the technology in the North America, live streaming has yet to reach the level it has in China. Using observations from the rise and proliferation of live streaming services in China, we identify some culture and social insights about the phenomenon as well as some lessons that we can apply to North America.