Study On Tactics Of Live Webcast Platform In Uses And Gratifications Theory

With the Web 3.0 era approaching,the rapid development of mobile internet,wireless terminals and online video platforms,especially live streams,have pushed the competence among various live platforms to a new peak.There are two main types of webcast audience–college students or high school students born after 1995;and young adults in third and fourth tier cities,aged 18 to 30 years old.This article is based on the "Uses and Gratifications Theory",with the area of research focused on college students in Nanchang.Through the use of questionnaires and interviews,the main motivations of college students using webcast platforms were due to reasons such as entertainment,passing time,communication,study and fashion.When investigating on the students' level of satisfaction toward webcasts,I split the level into five groups–very dissatisfied,dissatisfied,no comment,satisfied and very satisfied.The research results showed that college students would use online platforms to satisfy their needs of emotional acknowledgement,stress reduction and virtual consumption.Further analysis revealed a series of problems in webcasts,namely fierce competition and a lack of creativity,lack of attraction,a poor presentation quality and lack of supervision,viewers not willing to spend their money and management difficulties.In response,this passage will devise some solutions.Firstly,creating premium contents;secondly,developing a culturally charismaticplatform accepted by audiences;thirdly,formulating an innovative profit model and creating a diverse platform,finally,perform due diligence in quality control.