The Study On Live Webcast Users' Uses And Gratifications

In recent years,with the development of science and technology,social media become more and more popular.The audience not only take the media as a tool to receive information,but also take the media as a platform for their daily communication.With the development of social media,audience have a new way to accept information and contact.The social media even changes the way of audience's work and live.The Live Webcast as a new social media attracts more and more attention.This study shows a view on the Live Webcast users.The research method are questionnaire method and depth interview method.This study makes a conclusion about the Live Webcast users' characteristics,and the Live Webcast users are classified by their spending habits.This study also analysis the motivations and gratifications of the Live Webcast users.This study found that the Live Webcast users are mainly about young people by the age 18 to 39 years old,especially among students.The major motive of audience to use the Live Webcast is to relax and relieve pressure.With using the Live Webcast,the audience's requirements are being met.And the Live Webcast uses' motivations are associated with their gratifications.The author sums up the new form about the “Uses and Gratifications”,and makes a summary of development trend about the Live Webcast.In the future,the Live Webcast has a broader development prospects.