Research On The Interactive Behavior Of Webcast Users

With the rapid development of the Internet and the arrival of the Web3.0 era,the network users are increasing,especially the number of mobile phone network users.Because of the popularity of the mobile phone and the arrival of the 4G era,the emerging network of network video broadcast,a new network from the media,has rapidly entered the field of vision.Due to the rapid development of webcast,the corresponding laws and regulations,industry norms and people's consciousness have not kept up,resulting in increasingly serious network live broadcast problems,such as live broadcast content,vulgar violence,and anchor's "profiteering" income.Among them,the live webcast interaction is more chaotic,barrage content obscene,vulgar,for a momentary impulse to recharge thousands of yuan gift,and so on,which cause bad social impact.Therefore,it is of great significance to study the interactive behavior of the direct seeding users.For the government,according to the targeted,so as to improve the management efficiency of cost saving to develop these features;for users,when the government uses effective measures on the network broadcast platform to guide and improve governance,can live in the network environment,so that we get a webcast to have fun with health and comfort the environment.This paper studies the two most direct interactive behavior characteristics of the gift and the barrage,and then puts forward some suggestions according to these characteristics.Firstly,using the questionnaire,using the contingency table analysis,the network broadcast the user's gender,age and income and whether or not to send gifts to the interactive relationship between;based on the technology acceptance model(TAM),through the regression analysis of the factors that affect the network broadcast users to send gifts;secondly,to Betta TV as an example,the use of the Python content of the barrage Betta TV capture method,through statistical and text analysis,the number of live,the barrage of Betta TV content and emotion analysis,the quantitative characteristics,the content and characteristics of the network broadcast a barrage of emotional tendencies.Finally,on the basis of the user characteristics and previous experience of webcast,from the perspective of government and webcast,we put forward corresponding management opinions and suggestions from strengthening content supervision and strengthening psychological education.