A Study On Audiences' Attention And Influence Factors Of Video Website Homemade Variety Shows

In 2014,it was known as the homemade first year of China's online video industry.This year,many video websites have flocked to the field of homemade variety,and get high ratings and attention.In 2015,the video homemade variety shows made great improvement in professionalism and artistry,and their brand awareness gradually increased,made "The fifteen of us"(produced by Tencent),"The Star Detective"(Mango TV)and many other popular variety shows.Not only that,"The fifteen of us" is also the first one to break the homemade variety shows broadcast billions mark.In November 2016,the "Mars Intelligence Agency" topped the 2016 China's Entertainment index Festival "Top 10 List of Network Programs".In addition,there are five homemade variety shows favored by traditional television stations,and the reverse output from the Internet to the TV has been achieved,which is enough to make a brilliant impression on the road of homemade variety shows.According to IResearch's 2017 Data Collection Report,"the market scale of China's online video industry has reached 64 billion 150 million,and it is expected to grow 48.5% over the same period in 2017,achieveing an overall scale of over 90 billion."The 41 st Statistical Report on the Internet Development in China released by the China Internet Network Information Center(CNNIC)shows," As of December 2017,the Internet population of 20-29 years old has the largest proportion of the total Internet users' age structure;The scale of online video users reached 579 million,accounting for 75% of the total users;The scale of mobile Internet video users reached 549 million,accounting for72.9% of mobile Internet users." It can be seen that the expansion of the audience scale and the enhancement of the use of viscosity provide a broad market for the development of video websites.College students have more time,more intense contact requirements and accept ability,They are more easily to accept new things and are the most deeply affected by the Internet.Their viewing behavior,viewing preference and viewing intention when they watchvideo website homemade variety shows are the important indicators for video websites to accurately launch and maximize benefits.Through the literature review,This research establishes the theoretical basis mainly based on the Technology Acceptance Model,in order to explore the individual characteristics,viewing behavior,viewing intention and influencing factors of the core audience of homemade variety shows in China's video websites.Based on the TAM theory,this paper constructs a model of the influence factors of audience viewing intention on video website homemade variety shows in China.This research mainly includes the following parts:(1)First of all,through the literature review,the Technology Acceptance Model is selected as the theoretical basis of this research,and combined with appropriate research methods,we build the technical route of this paper.(2)Second,Through the combing of relevant literature and the selection of theoretical models,a model of the influence factors of audience viewing intention of the homemade variety shows in China is constructed.In addition,the part also puts forward specific research hypotheses and defines and analyzes the related variables.(3)Then,this part mainly explains the specific operation of this questionnaire from four aspects: sample collection,questionnaire design,questionnaire pre-test and questionnaire revision.(4)And then,using SPSS22.0 software to statistical analysis of data,according to the results,we verified the research models and research hypotheses in the second part.(5)Finally,according to the confirmed research models and assumptions,we put forward constructive suggestions on the development of homemade variety shows in China's video websites.At the same time,the shortcomings of this research and the prospect for future research are pointed out.The results of this study include:(1)Understanding the social structural features,viewing behavior and viewing preferences of domestic audiences of homemade variety shows in video website.(2)Through the correlation analysis and regression analysis,there is a significant positive correlation between perceived ease of use and perceived usefulness,perceived entertaining.There is a significant positive correlation between perceived ease of use,perceived usefulness,subjective norm,perceived entertainment,audience demand and viewing intention.(3)We set up a model based on the TAM theory for the audience's viewing intention of the homemade variety shows in China.