Stufy Of Users' Willingness To Pay In Mobile Live Streaming Of Entertainment Content Based On Flow Experience Perception

With the explosive development of mobile live streaming of entertainment content,the high degree of homogenization of the platform and content makes the competition become increasingly fierce.As the live streaming platform,if it wants to be in a favorable position in the market competition,it must know well about the consumer behavior.The key content of this study is to explore the factors which affect users'willingness to pay in mobile live streaming of entertainment content from Flow Experience perception.Nowadays,Flow Theory is often used as a theoretical tool in the study of consumers attitude and behavior,and is widely applied in Internet consumption field such as online games and online shopping.Because the arisen time of live streaming is relatively short,there is still few related research in this field.Therefore,the main purpose of this paper is as follows:(1)The applicability of Flow Experience Theory in live streaming research field,and can users gain it generally?(2)What factors will affect the user's Flow Experience,and how much impact?(3)Does the user's Flow Experience affect the willingness to pay and how much it affects?Based on the literature review and focus groups interview,this paper firstly gave the operational definition of each variable,then established the model and proposed hypothesis.Questionnaire was used to investigate the user group who used mobile terminal to enjoy live streaming of entertainment content.In this paper,research tool included internet interaction scale,social media intensity scale,social influence scale,Flow Experience scale,trust degree scale,willingness to pay scale.Eventually,346 valid data was collected.And SPSS 19.0 and AMOS 21.0 were used in reliability analysis,validity analysis and Structural Equation Model in order to cheeked the hypothesis.Through data analysis,this study gets four important findings:(1)Flow Experience Theory has good reliability and validity in live streaming research field,so it can be used as a theoretical tool for related studies of live streaming research field;(2)Internet interaction has a positive correlation with users' Flow Experience,while there is no relationship between social media intensity,social influence and users' Flow Experience;(3)Internet interaction,social media intensity and social influence have a positive correlation with users' trust degree;(4)Users' Flow Experience and trust degree has a positive correlation with their willingness to pay.At last,based on the result of focus groups interview and the conclusion of this study,some constructive suggestions were given to stakeholders in live streaming field such as the platform,the hosts and the users.