A Study On User's Continous Usage Intention On Live Streaming Video Platforms

The rapid development of the mobile internet and smart phones has not only brought tremendous revolution in all fields,but changed the entertainment and life of all people as well.Under the circumstances,such new forms of entertainment as the live streaming video platforms were launched last year in a very short period of time.Those platforms were warmly embraced by the public.However,as the companies who operates those websites face fierce competition nowadays,it is quite essential for them to get an in-depth comprehension of the users' demands on those websites,as well as the factors that influence the users to continuous intention on those platforms,which might help them enhance the service quality and have an user increase in a long run.The thesis focuses on user's views about factors which contributes to their attitude and continuous intention on live streaming video platforms.Through the summary of research results,this article constructs a research model which is based on expection-comfirmation model,and uses such variables as Perceived playfulness,Social Presence and the sense of community.After the empirical research,the thesis finds out such conclusions as:Users' perceived usefulness,perceived playfulness and sense of community exert positive influence on their continuous usage intention of those live streaming video platforms.User's sense of social presence exerts postitive influence on their feelings about perceived usefulness,perceived playfulness and sense of community,and has a backhanded effect on their continuous usage intention of the live streaming video platforms.Finally,on the basis of those conclusion,the thesis presents some corresponding advices and suggestions on how to expand the users' market for those live streaming video platforms.