Research On Online Game Webcast User's Continued Usage Behavior

With the development of Internet and communication technology,its influence on social life gradually deepens.Nowadays,public entertainment has changed a lot,and virtual network broadcast with openness and timeliness has met the needs of many people.In 2017,the number of users of live game broadcasting in China reached 220 million.The number of users of live game broadcasting on the Internet keeps increasing,and the competition among live broadcast platforms is fierce.With the rapid development of online game broadcast,academic circles pay more attention to online game broadcast.However,most of the researches on game live broadcasting focus on the macro level and lack of research on user behavior.Users are the foundation of the development of online game broadcast.How to ensure the retention rate of online game live streaming users is the key to the success of online live streaming platforms in the fiercely competitive market environment.By sorting out relevant theories in the field of information system user behavior.In this study,the information system continuous use model is selected as the basic research model.According to the characteristics of the hedonic information system of online game live broadcast,it focuses on the perception of users,integrates attachment theory,adds emotional attachment variables,strengthens the model's interpretation of users'psychology,and combines psychological theory with management information system theory.This paper constructs the research model of continuous use of online game live users.This paper takes the users of live online games as the main research object,and adopts literature research method,questionnaire survey method and empirical analysis method to study the users' continuous use behavior.Through the selection of domestic and foreign research on the maturity scale,and based on the characteristics of network game broadcast design network game broadcast users continued use behavior questionnaire.In this study,a questionnaire was collected through network survey,and statistical software such as SPSS22.0 and AMOS21.0 were used to analyze the data.After testing the model,the following conclusions were drawn:The results show that the perceived playfulness and expectation confirmation have a significant positive effect on satisfaction.Satisfaction and affective attachment have significant positive influence on the continuous use intention.Satisfaction has a significant positive influence on affective attachment.The continuous use intention has a significant positive effect on the continuous use behavior.Based on the research results,this paper proposes development strategies for online game live broadcast from four aspects,namely,focus on content,strengthen interaction,scientific and technological innovation and strengthen management.