Study On The Influence Factors Of User's Continuance Intention In Live Game Streaming Platform

Along with the development of the game industry and the continuous innovation of Internet technology,online games,especially e-sports,get a lot of attention.With the development of mobile Internet technology and the popularization of mobile devices,2016 was being calling the “first year” of mobile webcast platform.From then on,the live stream was independent from the video website,and many live broadcast platforms developed rapidly.The game broadcast is the main service content provided by the live broadcast platform.Watching the live content related to the game on the live broadcast platform becomes a favorite entertainment method for users of many live broadcast platforms.However,at present,there are many game-playing platforms,and how to optimize the user experience to improve the platform retention rate is a strategic issue for the operators.Based on the discussion above,this article mainly focuses on the intension of audience users to continue to use the live game platform,as well as the factors that affect their willingness to continue to use the game.The audience of the live game platform is used as the research object,and empirical research is conducted through interviews and questionnaires.This article is divided into five parts in detail.The first part is the introduction,introduces the research background of the study,determines the purpose and the specific content of the study,summarizes the theoretical and practical significance of the topic of the thesis,and summarizes the research methods and technical routes.The second part introduces the concepts related to game live broadcasting and the theories and models involved in the research.The third part builds the model of this research based on UTAUT model.The fourth part demonstrates the model.The fifth part gives relevant suggestions based on the empirical results and summarizes the research limitations.