| Accompanied by advocating personalized as the main features of web2.0 concept rise,UGC refers to the user-generated content.It is a kind of new way of usering the Internet.The user is not only the web content viewer,also the creator of the web content.The use of UGC makes "we media" to be widely used,which also provides technical support to the birth of the live streaming on the Internet.As hardware technology maturity and traffic costs being lower,PC began to shift to mobile terminal in market factors.Zuckerberg positively layout the Facebook Live for Facebook.And he thinks that he live streaming is " the most exciting things done so far." In the domestic,Song joong ki live fan meeting in Yi attracted 11 million users.At present,the online live streaming is very popular,which reflects some rigid demand of the social life.At the same time,It is also profoundly affects people's behavior.In addition,the online live streaming surging ahead,want to break through in the "red sea",which one of the most important methods is the user accumulation.Therefore,in order to be able to transform Network traffic to cash benefits and scramble for a larger share of the market in the competition,each the live streaming platform need to pay attention to the accumulation of user and understand the factors that influence the behavioral intention of the live streaming user.In this background,this study will extract the factors that affect the behavioral intention of user,and construct the research model and then validate this model.Eventually this study will hope to provide reference for the healthy and rational development of thewhole online live streaming industry in our country.This research includes the following several parts:(1)First of all,the author combed the previous scholars' research about the online live streaming and new technology adoption of reception theory.Based on the literature review,the author extract the factors that may affect the behavioral intention of the live streaming user in our country.At the same time construct the initial model.(2)And then,by the group interview and questionnaire initial survey,we can understand the behavior characteristics,use frequency and the behavioral intention of online live streaming users.Then,extract the factors that may affect the behavioral intention of the live streaming user in our country.(3)Finally,the author carry on the investigation through the online questionnaire and paper questionnaire,and validate the factors which affect behavioral intention of network live streaming users and the degree of various factors affect users behavioral intention.(4)Based on the above,the author put forward some relevant suggestions for the development of online live streaming in our country.The main achievements of the research include:(1)The factors that affect the behavioral intention of the online live streaming user in our country are obtained in the preliminary research.(2)Current situation of the live streaming user in our country is understanded,for example,viewing behavior and use frequency.(3)It is concluded that there were significant positive correlation between perceived ease of use and perceived usefulness,and between perceived ease of use and perceived enjoyment;there were significant positive correlation between perceived usefulness and behavioral attitude,between subjective norm and behavioural attitude,and between perceived enjoyment and behavioral attitude;there were significant positive correlation between perceived usefulness and use intention,between subjective norm and use intention,between perceived enjoyment and use intention,and between behavioral attitude and use intention.At the same time the research model is fixed.(4)According to the verification results of this study,the author will put forward some opinions and suggestions for the development of the online live streaming in our country. |
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