Research On Influencing Factors Of Live Streaming Effects Through The Theory Of TAM

With the rapid development of network technology,human society has entered a new information space.Live streaming as the product of the development of the Internet after decades of rapid development has occupied the market of the entertainment market information quickly.According to ii Media Research data show that the number of online broadcast platform in China close to 200 in 2015,and the number of online broadcast platform users up to 200 million,the network broadcast market size of about 9 billion.2016 as the first year of the outbreak of network broadcast,web users reach 325 million people by 2016 the end of June.It can be seen that the network live with great practical value.In the process of collating the relevant literature,I find that there are few researches about the network live,mainly in the development profile,case introduction,ethical discussion,lack of academic in-depth study.And rarely studies from the perspective of user experience to study the user’s attitude to the live network and the impact of the factors behind the research is relatively.In this study,the concept of webcasting was as the research object,and it is hoping to explore which factors influence the attitude of users.Based on the theory of "technology acceptance model",this paper study the influencing factors of users’ attitude,and put forward the theoretical model,and then use SPSS software to analysis,and then come to a meaningful conclusion.This study found that users’ perception entertaining,interacting,perceived usefulness is obvious influence on the attitude.The perceived entertainment,the influence of the interaction is the most effectives,and perceived easing of use is not significant factors.Besides,the study also find that network environment can indirectly influence the users’ attitude by through influencing perceived usefulness,perceived easing of use,perceived entertainment and interactiving.