Research On The Factors Influencing Game Users' Reward Behavior Based On Grounded Theory

Game live broadcasting industry is an emerging industry with strong development momentum in recent years.It was born with the original sin of "being boring",but it contains commercial value that cannot be underestimated behind its funny and inelegant appearance.According to ire search consulting report,by July 2018,China's game live broadcast platform had 260 million users and a market size of 14.12 billion RMB.However,with the entry of market regulation,the ebb of capital,the cooling of users' enthusiasm,and the form of fierce competition from the short video industry,some live game platforms embarked on the road of merger,bankruptcy and exit.In March 2019,panda TV,the head game live broadcasting platform,was declared bankrupt due to financing difficulties and other problems,and the whole game live broadcasting industry was in a downward trend.How to break the current situation that it is difficult for game live broadcast platforms to make profits and promote users to develop positive and sustainable consumption behavior has become a problem that all major game live broadcast platforms need to solve.This article adopts the qualitative research method of grounded theory,combining with the existing literature,to our country the game live users to study consumer behavior,all the games live user consumption behavior characteristics,and improve from conceptual consumption characteristics of the theory,to the health of the game live platform,Suggestions on sustainable development.According to ire search's data report,90% of the revenue of game live platforms came from users' tips in 2017,and the proportion is still as high as 80% in 2019.Therefore,the research from the perspective of reward has certain pertinence to crack the problem that it is difficult for game live broadcast platforms to make profits.In the specific operation,the author collates previous research results in the fields related to network broadcast,reward and game broadcast,paving the way for this study.Then,through semi-structured,one-on-one in-depth interviews,the primary data about the influencing factors of game live users' reward behavior were collected,and the research model of the paper was put forward based on the data.In the model analysis,the author,combined with the characteristics of the game live broadcast industry,proposes five main and objective factors that affect users' consumption behavior,namely,social reference standard,system and technical situation,live broadcast supply end,live broadcast demand end and other five factors.In addition,the core concepts that influence users' appreciation are elaborated and analyzed based on the interview content.Because of motivation behavior is complex,difficult to explain the comprehensive single subject,so the author on the basis of communication,combined with the knowledge of the sociology,psychology,the paper summarizes the results of the analysis above,think field theory,use and satisfy theory,perceived risk theory and attachment theory to explain the game live user's exceptional behavior are helpful.Field theory regards game broadcast room as "fan field",in which "capital","autonomy" and "habitus" all play important roles in the influence of reward behavior.In addition,the active use of media by users can affect the communication content of media,and users also strengthen media loyalty through such interaction with media.Secondly,tipping is considered to be irrational consumption in most scenarios,that is,there are many risks in tipping,and users of tipping overcome the shackle of existing risks,complete the behavior of tipping,and may continue to reward,while some users choose not to reward,based on the consideration of the risk in tipping.In addition,some users reward anchors in order to gain emotional recognition from anchors.Once this recognition is established,users will even actively and participate in the construction of anchors' broadcasting rooms.Finally,the author thinks that the measures to guide users to give positive and reasonable rewards should focus on satisfying users' motivation,social contact and emotion.The innovation of this paper is mainly manifested in two aspects: the first is the novelty of the research object.At present,there is little research on game live reward in the academic circle.Through the research method of grounded theory,this paper summarizes the factors that affect users' reward and falsifies the existing theories according to the influencing factors.In addition,the theoretical results,combined with 50 open codes,provide Suggestions for the healthy and sustainable development of game live broadcasting industry.