Study On The Motivation Research For Webcast Broadcast

As the era of mobile internet arrival,the way of information transmission has been changed.Live internet broadcasts enable us to view the real life online.2016 has seen a surge in the number of live video platform and the industry regards 2016 as the“year for live internet broadcast”.Compared with tranditional media,the biggest advantage of live webcast is synchronism.It can convey lively content to users in real time and also engage with users.The live webcast experiences the evolution from traditional media to internet media to arrive mobile social.In the effort of internet celebrity economy,we have entered an era of universial broadcast.Live webcast allows every user to become “we media” or self-media.The popularity of live webcast reflects diversity of users' attitudes and thoughts.This article uses empirical research method,such as questionnaire surveys and depth interviews,to analyze users of live webcast.The article mainly explores these users' motivations,performance on live webcast,and proper procedures of using live webcast.Connections between motivation and performance also becomes a focus point of this article.The researches would put users of live webcast as objects of study.Besides real-life researches the article refers to communication sciences and psychology in order to obtain the most tenable conclusions of these users' motivation and performance on live webcast.With questionnaire surveys and depth interviews,the article includes various demands of these users and their main motivations of using live webcast.After series of empirical researches,the article further explores relationships between motivation and performance.Moreover,these users' major motivations are entertainment,curiosity,publicly speaking privileges,profits,and attentions from the public.Motivations of users would influence actions.Demands create motivations,and motivations create real actions.After analyzing data and evidence of these researches,the article makes suggestions of problems existing in live webcast.In order to improve live webcast,companies should raise the standards of users and strengthen trainings of these users,and relevant departments should increase penalties of violators and let companies to reinforce content monitoring.The article serves as a reference of how to satisfy users based on their psychological status and enhance communication effects of live webcast.In the meantime,the article also makes valuable advices of companies that manage live webcast platforms.