Study On The Motivation Of Audience Use In Webcast

The rapid development of webcasting has attracted more and more audiences to participate in it.With the joining of the internet giants,the supervision of the government,and demands of the market tends to be rational,webcasting are ending the industry's frenzied development period and entering the industry adjustment period.The number of users who live on the Web continues to rise with the development of the industry.According to data from Ai Media,the number of online live users in China in 2017 will reach 398 million.It is expected that the scale of users in 2019 will exceed 500 million.The growth rate of the live broadcast industry in 2017 has slowed down significantly,with a growth rate of 28.4%.As a new form of communication,in addition to serving the content section at the current stage,the online broadcast traffic bonus will also create more converged products in the future and become a tool for creating a “new scene” for the Internet.Webcasting is a product that cannot be ignored in today's Internet environment.With the development of the industry,its user strategy has changed from attracting new users to increasing the stickiness of old users and retaining old users.This article takes the audience of the webcast as the research object,and the main purpose of this paper is to explore the motivation of webcast audience and to understand the avoidance motivation of non-webcast users in order to provide suggestions for the development of webcast based on the audience perspective.Based on the theory of expectation-value,this paper uses non-participatory observation,questionnaire,empirical analysis and other research methods to explore the motivation of audience use.This paper is divided into six parts.The first chapter is the introduction,which explains the research background,research significance and purpose,literature review,relevant theory,research methods and innovation points and other relevant information.The second chapter is the communication characteristics and development of webcast,explains the realistic basis of this research.The third chapter is the focus of this paper: the research framework of webcast,the research questions and research hypotheses,and the design and implementation of audience survey.The fourth and fifth chapters are the core part of this paper.The main methods are descriptive analysis,reliability analysis,factor analysis,correlation analysis and linear regression analysis.Finally,the author explores four factors that play a dominant role in promoting the use of webcast,which are personal growth motivation,identity psychological motivation,entertainment motivation and ease of use factor.In addition,through the investigation of non-live users,the motivation of avoiding use and promoting factors are analyzed.Based on this,four suggestions are put forward for the webcast industry to enhance the users' stickiness: deep farming content,technological upgrading,strengthening interaction and strengthening supervision.The sixth Chapter is the conclusion part,which put forward the deficiencies of the study and research prospects.