The Research On Advertising Audience's Attitude Of Live Streaming

Since 2016,live streaming is developing quickly.Live streaming is real-time,complete without cutting,and it can release at any time and any place.Its content is also original and highly interactive.lt meets the personalized needs of users in the time of user-oriented and original content.With the development of live streaming applications and its expansion of influence,it becomes a new model of brands' advertising.Although there are many research on business models and audience's mental characteristics of live streaming at home and abroad,it's also need to be considered that the audience's attitude to advertising,and how to use the characteristics and advantages of live streaming.Nowadays,there are three ways of advertising in live streaming platforms.Using live streaming to hold new products conferences,and combined with electrical business,and advertising implants,and so on.The media contact habits and psychological needs of the audience of live streaming platform are characterized by low stickiness and high interaction,advertising should pay attention to match with the program,and contents should to be rich and interesting.Combined with existing research results about audience psychology,advertising effects and consumer's behavior,this paper explores the process of attention,interest,memory,desire of audience through deeply interview.Using qualitative analysis software Nvivo,we preliminarily extract several factors that affect the audience's attitude to advertising on live streaming platforms,which are brand awareness,advertising experience,opinion leader,advertising performance,interaction degree,platform trust degree,and preferential information.Then we put forward to the research hypothesis,assuming that these factors are related to the attitude of the audience.Then,through a wide range of questionnaires,we try to verify the rationality of the hypothesis.Through the data analysis of the statistical software SPSS,the results show that the brand awareness,advertising experience,advertising performance,interaction degree,platform trust degree and other factors are positively related to the attitude of the audience of the live streaming platform;the audience evaluation factors in the opinion leader factor have positive correlation with the audience's attitude.There is no correlation between the celebrity endorsement factor.There is no correlation between the preferential information factor and the attitude of the advertising audience.Generally speaking,the advertising audience of the live streaming platform have certain purchasing power and are generally positive about live marketing.The soft advertisement with content production is more concerned.The biggest advantage of advertisers is the real-time interaction,and the relative cost is low.Live streaming is a platform for content delivery.Good program production and content creation are the key to attracting audiences.In the future,the advertising communication of live streaming platform can be improved from several aspects,such as strengthening the interactive marketing,improving the content agreement and selecting the appropriate platform for accurate delivery.