| With the rapid development of technologies in the Internet environment,the popularization of smart devices represented by smartphones and tablets,as an emerging interactive video entertainment mode,webcasting attracts more and more people.The webcasting platform is springing up and the live broadcasting industry is growing rapidly with the competition intensifying.If you want to gain an advantage in the competition,you need to attract enough users to continue to use this network platform.Compared to looking for a new user,retaining the cost of existing users is much lower,the key to competition in the webcast is how to retain users,increasing the user’s willingness to continue to use.In order to solve the problem of how to maintain the user’s willingness to continue,based on the integrated acceptance model,this article incorporates the theory of immersion and user value,puts forward the relevant hypotheses according to the six variable indicators and establishes the influencing factor model of the continuous intention.After empirical research,it is found that immersion,sensory experience,emotional value and social value will have a direct positive impact on continuous use.Perception entertainment and content quality will play an indirect,positive and positive role in the continuous use of webcasting users through immersion experience The impact of the role.Based on the traditional TAM model,this research model incorporates the related variable indicators of immersion and user experience so that the model can better reflect the usage scenarios and the continuous use intention of users of the webcasting platform.Finally,this paper gives suggestions on the product improvement,operation strategy and user strategy from the two aspects of the characteristics of users and the factors of the continuous use intention of the webcasting platform.It provides suggestions for the webcasting platform to meet the users’ needs and enhance the network platform Competitiveness has a guiding role. |
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