Research On Media Expose And Participation Of Webcast Users

In order to explore the factors that affect the expose and participation behavior of live-streaming users in the virtual community,and to clarify the relationship between the various factors and the user`s media contact and participation behavior,this study uses quantitative research methods to explore the relevant issues.This paper combs the relevant research at home and abroad,and points out that the media contact and participation behavior of live-streaming users belongs to a kind of media consumption behavior,and then summarizes the three factors that may affect the media expose and participation of users in previous studies.This paper classifies it into three categories:subjective factors,objective factors and other factors.In order to enable media expose and participation behavior to be measured in quantitative research,this study summarizes and combs the relevant literature,and defines four operational indicators of media contact and participation for live-streaming users,namely,the frequency of media contact,the length of media contact,the degree of participation,and the degree of dependence.After defining the above operational indicators,this study constructed a model to analyze the causal relationship between the factors.The construction of the model refers to the "Expected Value Theory","The Theory of Reasoned Action","The Theory of Planned Behavior","Technology Acceptance Model","Value-based Adoption Model" and "Unit Theory of Acceptance and Use of Technology".According to their respective characteristics,the relationship that is not suitable for the characteristics of live network broadcasting is eliminated,and the research model is formed.After the establishment of the model,nine hypotheses were put forward according to the above relationship,and a measurement scale was developed according to the hypothesis.In order to ensure the scientificity of the validation results,the reliability and validity ofthe questionnaire were measured.According to the analysis results,the sample data in this paper has the stability of repeatable measurement and good structural validity.In order to obtain the correlation among various factors,this paper test the above hypothesis by linear regression analyses and correlational analyses.This study draws four conclusions: the binding force of subjective norms is challenged in this emerge media era;the functionality of live streaming broadcasting is more attractive to users than its technical characteristics;the heavy,serious and demanding content should not be involved in live streaming broadcasting;the essence of increasing users` participation in live streaming broadcasting is to enhance the acceptance of live streaming broadcasting in users` minds.This study also found that perceived ease of use can only play a role with the help of perceived usefulness.The loss of binding of subjective norms of behavior may be caused by an unknown variable.The influence of the content of live network information on users,most of which must be achieved through the unique attributes of the media itself,and the other is the direct impact of content on users.