Study On Users' Behavior Intention On Mobile Video Broadcast,Basing On The Theory Of Flow

Mobile video broadcast is developing rapidly in China from 2015 to2016.Many agencies gave optimistic marketing forecast which reached billions and billions to this industry because of the rapid growth and stable maintenance of users.In June 2016,Internet video broadcast was concluded in the 38^th statistical report on the development of the Internet in China.Meanwhile,the younger age structure of Internet users,the popularity of smart mobile phones,the improvement of network infrastructures,the development of video technology,the reducing of operators'fees and capital investment,those factors has brought new opportunities for mobile video broadcast industry.In this context,this article started from the behavior intention of the users of mobile video broadcast and made theory of flow as the basic theory,along with a brief introduction of related researches on the theory of behavior,behavior intention,Internet video broadcast,mobile short video and mobile video broadcast.Additionally,telepresence and enjoyment,these two factors was put into the model of this article,help to construct a model for behavior intention toward mobile video broadcast.This article made these theoretical contributions:1.This article applied telepresence and enjoyment to the model.Such finding made a solid theoretical supplement for theory of flow,telepresence,enjoyment,behavior intention.2.The object of this article is in a relatively new concept which has less research.Most of the research of mobile video broadcast is qualitative.This article used quantitative method to study the behavior intention of mobile video broadcast.3.Through SPSS 19 and Amos 17,this article made some data analysis for effective questionnaires,especially Structural Equation Model analysis,to form the model for the users'behavior intention on mobile video broadcast,which could play an important role in predicting and explaining the behavior intention of mobile video broadcast users.The result is:engagement,engrossment and total immersion were positively affecting telepresence;engrossment and total immersion were positively affecting enjoyment;telepresence were positively affecting enjoyment;telepresence were positively affecting behavior intention;enjoyment were positively affecting behavior intention;but,engagement did not have a significant impact on enjoyment.This article was done for both theoretical and practical needs.The result of this article can do help estimating users'needs and help improving mobile video broadcast industry.