The Study Of The Users' Satisfaction Towards Mainstream Media Live Streaming

In the media industry in recent years,“mobile live streaming” is one of the hottest terms.Various web-based live streaming platforms have emerged in an endless stream.The number of web-lived users has exceeded 400 million,and the era of public broadcasting has come.This is also for the Chinese mainstream media provides the opportunity for convergence.In order to expand the influence of the Internet and explore new paths for media integration,Chinese leading media have entered the mobile live streaming camp.For mainstream media to occupy a place in the live streaming field,users must consider the use,acceptance,and satisfaction of all aspects of the live streaming product.Therefore,this paper constructs a theoretical model of user satisfaction for mainstream media streaming,and attempts to reveal the users' satisfaction with mainstream media live streaming products and factors that affect satisfaction by means of empirical research in current situation.In this paper,through literature review,it is found that there is less research on the mainstream media live streaming in the current academic circles,and no quantitative investigational empirical analysis has been involved.From the perspective of the user,the author uses the mature satisfaction scale from the academic community and combines the characteristics of the mainstream media to construct a satisfaction model for mainstream media live users.Based on the analysis of the model,the factors affecting the satisfaction of the main media live streaming user are obtained,and in combination with the in-depth interview content,the underlying causes of the conclusion are analyzed.First of all,the author has combed the existing mainstream media in the academic circles,live streaming and mainstream media streaming,media transformation,user satisfaction evaluation model,and media user satisfaction literature.Based on this,the mainstream media user satisfaction theory was constructed.model.The independent variables of the model are user expectations,perceived quality,perceived value and media brand image.The control variables are demographic factors and the dependent variables are customer satisfaction.According to the relationship of variables in the model framework,five hypotheses are proposed.Second,this paper designs the questionnaire based on model variables and indicators.Since the main use groups of mobile live streaming are younger,this study selected college students from Wuhan universities as sample objects and distributed questionnaires online and offline.Finally,304 valid questionnaires were obtained.In the empirical research stage,the author used SPSS data analysis software to conduct descriptive statistical analysis,reliability analysis and validity analysis on the collected data.The results showed that the questionnaire has a high degree of reliability and validity.Linear regression of the control variables,independent variables,and dependent variables led to a regression equation between the four variables and satisfaction.In order to further discover the specific factors of user satisfaction,the author will return the problem items and satisfaction of the four variables,and draw the regression equation between each independent variable and satisfaction.Finally,regression analysis found that:(1)user expectations,perceived quality,perceived value and media brand image all have a positive effect on user satisfaction,and gender factors in control variables have a negative impact on user satisfaction,and the impact has Significant;(2)The degree of contribution to satisfaction is perceived value> perceived quality> user expectations>media brand image.This shows that the satisfaction of the mainstream media streaming has changed from the single factor of content-driven satisfaction in the traditional media period to the comprehensive influence of multiple factors.The purpose of the user watching the mainstream media live streaming is not only a simple leisure and entertainment,kills time.,and but also it is the process of pursuing higher levels of emotional experience and psychological resonance.From the user's point of view,this article discusses the user satisfaction of mainstream media live streaming in an empirical study,and theoretically consolidates theoretical research in the field of communication effects;in practice,it is quantified by methods such as analysis,research,and satisfaction index evaluation.The current situation of user satisfaction in live streaming media has expanded the scope of research in media management and management.