A Study On The Factors Affecting The Persistent Watch Behavior Of Internet Drama Audience

Web series, after 10 years of development since its first staging in 2006, finally got its "golden time",where the increasing volume of web series has plateaued,as well as the significant improvements in its quality and public praise. Currently, as an emerging film and television culture industry, whether the web series will gain the audience's favor in this era where the national video websites are racing to produce the distinguishing brand contents?Rather than merely comprehend how do their products cater the audience's appetites,the more burning question for the video websites is how to guarantee the audience's loyalty to their products. Therefore,to make the more proper proposals and tactics that beneficial to the content producing of video websites, it's necessary to have a deep analysis to the reasons which affect audience's sustaining viewing behaviors on web series.From the user's perspective, this research based on the Unified Theory of Acceptance and Use of Technology (UTAUT) combined the specificity of web series and constructed a theoretical model which is about the impact factors of user's sustaining web series viewing behaviors. Many specific assumptions for the variable relations in this model were proposed,and then manipulate the variables. Based on the previous classic research and questionnaire, combined with the actual situation, the author designed a questionnaire to influence the continuous viewing behavior of the network play users, the questionnaire was continuously improved, put in the professional questionnaire network platform, and through the hit network drama Of the comments column published a link to invite the audience to participate in the investigation of the way for data collection. After reclaiming the sample data, the social statistical methods are used to process and analyze the data to validate the proposed theoretical model and the study hypothesis. The results of the data analysis show that: (1) the performance expectation, the effort expectation, the contributing factor and the product factor have a significant positive effect on the continuous use behavior, in which the impact of the performance expectation is greatest and the influence of the product factor is the second, (2) product factors, only the subject matter of novelty, actor acting, production quality of the user's intention to watch there is a positive impact; (3) perception of fun, actor Yan value, the story of the rhythm is whether or not Compact and social impact such as online reviews have no significant impact on the online drama users' "chase".Based on the UTAUT theory, a more comprehensive theoretical model which is about the impact factors of user's sustaining web series viewing behaviors was established in this research, and this model was also underwent the empirical analysis.The significant meanings of this research are expanding our understanding of user's web series viewing behaviors and offering the video sites some valid proposals to produce the superb web series.