User Study Of Star Live-Streaming From The Para-social Interaction Perspective

With the development of Internet technology,a new type of media with a social nature,live-streaming,has become more and more popular.The star has launched a live-streaming for the needs of self-display,image formation,and promotional work.As a special cultural product,the degree of user experience satisfaction behind the star live-streaming high attention is the main appeal of the live-streaming platform.This paper is based on para-social interaction theory,using questionnaire survey and case analysis to study live-streaming users.Through the analysis of the behavior and attitude of the live-streaming users,this paper explores the communication effect of the star live-streaming,and carries out an empirical study on para-social interaction through the barrage.The questionnaire survey found that the main channel of live-streaming platform is mobile phone,game e-sports and real person chat live-streaming are the main content,live-streaming uers use webcast platforms concentrated within 1 hour,identity motivation and internal motivation are the main psychological mechanisms for continuous use of live-streaming users.The most direct driving force for live-streaming users to use the webcast platform is the para-social relationship between anchor emotion and behavior.On the basis of reality,a case study was conducted on the four live-streaming of star Deng Ziqi,and multidimensional processing of 11198 barrage(text and small pictures)data sent by live-streaming users.The study found that users' satisfaction with live-streaming of stars is not high,but the appraisal value of comment type barrage was high.Star live-streaming content is the main factor affecting the value of live-streaming users' devaluation.In the star live-streaming,the long-term companionship of star,emotional expression and positive interaction behavior will promote the participation of live-streaming users in star live-streaming interaction to varying degrees,and affect the sentimental attitude of live-streaming users,raise the value of devaluation,verify the theory of para-social interaction.Finally,I put forward my own suggestions on live-streaming of stars in order to better play the value of star resources,improve the user experience and satisfaction of live-streaming,and increase the user stickiness of the platform.