Research On Factors Influencing Users' Willingness To Use HUYA Livestream

Since the official large-scale development in 2016,the live streaming industry has experienced a development from the blooming time to the freezing point.The live streaming of the game is an important branch of the live streaming industry.At present,the content of the game is mainly based on the content of the star show,outdoor,food and other fields,which complements the live entertainment form of pan-entertainment.In March 2018,Huya live streaming on the US New York Stock Exchange,which intensified the competition of the game live streaming platform,and undoubtedly brought opportunities and challenges for itself.For acquiring new users,improving user retention,and expanding market share and visibility are inevitable important issues in the current era.At present,the domestic game streaming platform is mostly oriented towards quality,researching the copyright and profitability of game live streaming,and the research on user behavior is scarce.Based on the theoretical model of perceived value,this paper passes a large number of documents and semi-structures.The way to interview the live users of Tiger Tooth is summarized and the factors affecting the user's willingness are summarized.In addition to being able to be integrated into the existing theoretical model,the user has sublimated the brand image as a new variable to introduce the model.Finally,the perceived value is used as a mediator to make assumptions and verifications on the relationship between user perception of entertainment,perceived ease of use,perceived risk,perceived cost,social value,emotional value,and brand image in the willingness to use.Base on the exploration and evidence,the higher the perceived value of the sub-test in the factors affecting the willingness to use,the more willing the user to use.In addition,the brand image has a strong influence on the user's willingness to use.Based on the research results,the author puts forward practical suggestions for the operation mechanism of Huya,in order to improve the retention of users and enhance the core competitiveness of Huya in the fierce competition.