The Diffusion Influence Factors Analysis Of Live Webcast Variety Shows

The rise of the live broadcast has facilitated the rapid development of live variety shows in recent years.Its strong momentum of development and strong market potential has drawn the attention of the industry.Behind the increasing number of shows and audiences,live webcast variety shows have different influence factors from other programs.We must explore the factors that affect proliferation and master its diffusion laws so that effective production and promotion strategies can be adopted to maximize the revenue from viewing,then promote the continuous and healthy development of live webcast variety shows.The diffusion of live webcast variety shows means the process by which live webcast variety shows diffuse to point of public acceptance under the existing broadcasting environment,by means of such channels as public broadcast and interpersonal diffusion under various broadcasting time arrangement.The majority of people who watch the program were born after 1990.The diffusion channels are combined with public broadcast and interpersonal diffusion,and low level of loyalty is generally observed.The driving factors include the relative superiority,ease of use resistance,can be observed,can try,compatibility,propagation time,propagation channels and propagation environment.The methods of live webcast variety show diffusion vary in accordance with the audience's viewing behavior,including existing behavior and the subsequent behavior.The influence factor model of live webcast variety shows assumes that these eight factors of the webcast live variety show audiences contribute to their level of popularity.The diffusion impact factor model of live webcast variety shows was obtained through empirical study.The result further confirmed that the diffusion of live webcast variety show is in line with the general characteristics of Diffusion of Innovations theory.The hypothesis of each influence factor was verified.Each variable has different effects on the audience's rating behavior in different direction.Based on the conclusions,there are some suggestions for the diffusion of live webcast variety shows in the future: focus on content and technology,enhance relative dominance,build brand programs;strengthen self-discipline in the industry,and enhance observability;integrate other media and broaden channels of communication,segment audience market and schedule the time in a reasonable way.