| Live-streaming is an interactive form of internet-based multimedia entertainment using one or more kinds of communication technology that allow images and sound to be immediately sent from one location to another,enabling audiences to feel like they are present at the event.According to CNNIC's 42 nd Statistical Report on Internet Development in China,as of June 2018,the number of online live broadcast users reached 425 million,and the user usage rate was 53.0%.Despite the popularity of live-streaming consumption,what is driving the rapid growth in livestreams,is not well understood from a psychological perspective.Therefore,this paper proposes a complete framework for influencing users' live-streaming participation behavior based on uses and gratifications theory.This paper assumes that hedonic gratification,social satisfaction,and utilitarian satisfaction will significantly affect the users' live-streaming behavior.And we uses flow and enjoyment to measure hedonic gratification,social interaction and sense of community to measure social satisfaction,and uses information seeking to measure utilitarian satisfaction.In addition,this paper believes that the users' live-streaming participation behavior includes the emotional connectedness as an indicator of psychological engagement,time spent and tipping on the live-stream platform as a behavioral indicator of engagement.We continued the data collection for a week in the well-known UGC community,and received 732 questionnaires.After eliminating the invalid questionnaires,we received 591 valid questionnaires.Moreover,this paper uses the structural equation model to test the research model,and mainly uses SPSS and AMOS to analyze the data.Data analysis mainly includes the reliability and validity analysis of variables,descriptive statistical analysis,correlation analysis of variables and path analysis.Path analysis results show that flow,enjoyment,social interaction,sense of community,and information seeking can significantly positive affect the emotional behavior of the users' live-stream engagement(emotional connectedness);flow,enjoyment,social interaction,sense of community,information seeking will significantly positive affect time spent and tipping;time spent also have a significant positive impact on tipping;and information seeking have no significant effect on time spent.This paper focuses on the user's live-streaming participation behavior,with the flow,enjoyment,information seeking,social interaction,sense of community as the independent variable,emotional connectedness as the moderator variable,time spent and tipping as the dependent variable,to explore the impact of users,based on the uses and gratifications theory.The research conclusions further enrich the research in related fields and have certain enlightenment significance to the marketing practice of live-streaming platform. |
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