| As a highly integrated product of the game and live media,the online video live game atreaming attracts a lot of users with its rich content of the game,the timeliness of interactive communication and the openness of information communication.It has become an important virtual space for the users of the live game streaming to interact,produce culture,seek identification or emotional ownership and achieve their own goals.It has also gradually formed an influential cultural industry and played a significant role in promoting the communication and development of games.In order to play the positive role of the live game streaming to the users,we need to master the intrinsic motivation and external driving factors of the user's participation in the behavior,and than we can grasp the psychological rules of the user's participation behavior,and have important theoretical and practical significance to the virtual live community and the users.This research combined the theory of use and gratification,motivation theory and the participation behavior of virtual communities,based on the interv:iewsresults,we build a conceptual model of user participation motivation in the live game streaming,respectively from the two main motivational levels of the external impact driving force(group norm,social identity,streamer influence and game involvement)and individual internal demand driving force(information motivation,entertainment motivation,communication motivation and self realization motivation),and than we analyzed the driving factors that significantly affect users' different participation behaviors.At the same time,this study examines the differences of user gender,age and educational background in the live participation of games.Through theoretical research and empirical quantitative analysis,we get the following conclusions.(1)User participation in live broadcast mainly includes three dimensions:onlookers,expression and communication,which reflects the degree of interaction between users and the depth of participation in the community,and specifically shows the status of users'participation in the virtual community of live broadcast.(2)Both external and internal drives have varying degrees of influence on the user's onlookers,expression behavior and communication behavior in the virtual live virtual community.Among them,the influence of social identification,communicative motivation and self actualization motivation on users'surround behavior is not significant in this study.At the level of expression participation,eight variables,external influence and internal drive,have significant influence on expression behavior in this study.In the level of communication participation,the internal and external motivation factors such as social identity affect the transmission,sharing and reproduction of live game streaming users,and the influence of group norms on communication behavior is not significant in this study.(3)According to the results of the analysis,this study provides a reasonable suggestion for the future healthy development of the virtual live video community and the promotion of media literacy of the live game streaming users.In the field of theory construction,based on the revision of the model of the participation motivation of the live game streaming users,that the participation motivation scale and participation behavior scale of game live broadcast users have been improved,and the theoretical ideas are provided for the study of the participatory communication behavior of the live game streaming fans in the future. |
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