Study On The Measurement Model For Audiences' Attention Of Video Webcast

With the development of live video webcast,the netizen participation is beyond people's expectations.Video broadcast industry still has huge development space and potential.In the near future,we can probably witness live video webcast become a normal means of information dissemination.If this happens,it will have a significant impact on the whole media ecology.Live video webcast industry is a kind of attention economy,the core of its industry logic is to attract and maintain the attention of the audience first,and then transform the attention into economic benefits through various means.With regard to its attention economic attribute,whether it is the judgment of the audience's effect,the evaluation of live content,or the judgment of commercial value,we cannot do without the measurement of the audience's attention.However,there is still a lack of scientific and applicable method of audience attention measurement.In view of this situation,Based on the existing model of media attention,in view of the network video broadcast,according to the nature of attention,using observation method,factor analysis and fuzzy comprehensive evaluation method to establish the evaluation index system of attention,and established a scientific,applicability and operability of the network video broadcast audience measurement model.The completion of the model is higher than the existing results,and has certain theoretical and practical significance.In the first chapter,the author combed the index and the related model(formula)of the media's audience attention measurement in the last 20 years,then Sum up the impracticability of the measurement indicators.In the second chapter,the author introduces the related concepts and theoretical basis of attention measurement.In the third chapter,In the stage of the measurement index selecting,the author consider the attention's definition as the starting point,with reference to the relevant indicators of the existing attention measure model the audience measurement in network media,combined with the analysis of the audience watching behavior of network video live broadcast,the evaluation index system of audience's attention is established.Then,in the fourth chapter,according to the needs of the quantitative,the author made reasonable assumption and simplification of the index,based on the application of factor analysis and comprehensive fuzzy evaluation,the model of audience attention measurement was constructed.Followed by the fifth chapter,through the actual measurement of the audience's attention in the network video live broadcast,combined with the occurrence analyses of the 2016 classic live webcast case,the scientific,applicability and operability of the model are examined and verified.According to the verification results,the author makes a comprehensive evaluation of the model.Finally,in the sixth chapter,the author summarized the main conclusions of this study.