| Along with the popularization of mobile devices and the development of mobile Internet technology,the mobile online live show platform has become an important way for users to obtain information,meet the demand,interact with entertainment and socialize.The biggest feature of mobile live broadcast content from the show floor,games,the narrow sense of the direct broadcast to the live broadcast of the whole people,mobile live broadcast platform more fully reflect the characteristics of universal live broadcast.This research takes Mobile Lifestyle Live Show Platform as the research object,and adopts the empirical research methods such as literature research method and questionnaire survey method and structural equation to study the user's willingness to continue using the pMobile Lifestyle Live Show Platform.Through the combing of theories of immersion,satisfaction and continuous intention to use,combined with the more mature research model,we choose the perceived quality and percerceived entertainment(perceived performance);usercontrol,connection,response(interactivity)Continued use of willing independent variables,and set the immersion,satisfaction as a mediator variable.Through data analysis and structural equation,it is concluded that the sense of satisfaction has the greatest impact on the willingness to continue intention,followed by immersion,connection,perceived entertainment,perceived quality,response,the smallest is user control.According to the results of the hypothesis test of structural equation,it can be concluded that immersion plays a partial mediating role between the perceived entertainment and the continuous use intention.Immersiveness plays a complete mediating role in the connection,response and continuous use intention.Satisfaction sense Content quality,perceived entertainment and the willingness to continue playing a part of the intermediary role;satisfaction in the connection,response and the continuous use of the intention to play a completely intermediary role. |
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