Audience Analysis:the Influential Factors Of Watching "Happy Camp"

This study uses qualitative research methods and selects the successful example of TV variety show-"happy camp" to study.Focus on the influential factors of audience behavior,and explore the promotion path of variety show and content production industry.Overall,this paper is divided into five parts.The first part introduces the research background,and introduces the research questions and research methods in detail.The second part is about the literature on the relevant fields,and the theory of satisfaction and technology acceptance model are sorted out.The third part,according to this research questions,the author adopts the method of case study objectively describes the historical "happy camp" column and its operation status,using participatory observation method,analysis the "happy camp" program,from the program content,organization structure,production process,promotion and other aspects of the analysis.And found its content has followed the trend,its structure is flat,and its promotion needs to be developed,etc..In the fourth part,based on the case study on the column group,the author adopts the research method of grounded theory,purposive sampled 12 deep users of the "happy camp" WeChat public platform,dig the viewing behavior and viewing habits of the audience,to explore the factors affecting the psychology of the audience.And through the analysis and summary,the paper lists the results of this study,the audience behavior is affected by perceived reliability,ease of use,value,and habits.In the fifth part,the author constructs the motivation model of audience reception behavior.And purposive sampled 6 audiences of variety shows,who do not regularly watch the happy camp.It is found that the research results have certain universality.Finally,the author compares the results of the case study and the grounded theory analysis of audience behavior,and puts forward some reasonable suggestions on the development of "happy camp" and the content production industry.In this study,the author dept into the "happy camp" column for evidence,To provide reference in academic research and practice,also contribute the practical operation method at the same time.