Research On The Audience Effect Of Taobao Live Broadcast Hosted By Internet Celebrity From The Perspective Of The Theory Of Use And Gratification

With the progress of the internet technology and the arrival of the era of live broadcasting for all,e-commerce platforms began to do the live broadcasting and develop with each other.Taobao live broadcast hosted by internet celebrity was launched in May 2016,and livestream shopping has become a new way of shopping.In this way,consumers can not only buy products with great discount,but also interact with the host or hostess and star guests in the live studio.The host or hostess introduces product information and show personal charm and attract consumers through communication and interaction with consumers,so as to recommends people to purchase the products.Based on the theory of use and gratification,this study uses the research method of quantitative analysis.Research on the relationship between the communication behavior of this live broadcast and the expectation and requirement of consumers The questionnaire data were analyzed quantitatively.Analyze the relevance between the needs of the audience and the use behavior.And establish regression analysis model to analyze the impact of audience demand on use behavior,and SPSSAU was used to test the theoretical model.The empirical results show that:cognitive needs are not the motivation to drive the audience to watch Taobao live hosted by internet celebrity,emotional needs,personal integration needs,social integration needs,pressure relief needs are positively related to the audience's watching behavior.In addition,the study also shows that emotional cognition,interaction mechanism,social sense of existence,and continuous involvement have a significant positive impact on use behavior,perceived usefulness,and mood change have a significant negative impact on use behavior.However,information quality,self-expression,and social influence do not affect the use behavior.