| In 2016,the live broadcasting industry witnessed a blowout development,and mobile live broadcasting,a brand new social way,changed people's life.The pan-entertainment mobile live broadcasting integrates the advantages of the pan-entertainment industry(games,literature,animation,film and television,etc.)with the characteristics of mobile live broadcasting,and quickly occupies the live broadcasting market by virtue of its interactive interest,rich content and strong liquidity.But at the same time,the form and content of live broadcast are highly homogeneous,and the battle for users is extremely fierce.Therefore,it is imperative to maintain user stickiness and understand the factors influencing users' willingness to continue to use.Interactivity is the core of pan-entertainment mobile live broadcasting.The higher the interactivity,the higher the audience satisfaction.Especially in the current focus on user experience,interaction has become an important factor affecting the behavioral intention of live broadcast users.When watching the live broadcast,users can perceive the control of the interactive system of the control platform and the personalization of the accurate content pushed by the platform,as well as the responsiveness of the anchors to timely respond to users and the fun form of interaction.However,the current research on the influence of interactivity on continuous use intention mainly focuses on the fields of online shopping and social network,while the field of live broadcasting is less involved.Emotional attachment is the center of live broadcasting.In the live broadcasting,most users have irrational behaviors such as buying virtual gifts and rewarding anchors.However,the previous researches on the continuous use intention of mobile live broadcasting mostly focus on the rational judgment paradigm from the cognitive perspective.Few studies have verified the influence of irrational factors such as emotion on the continuous use intention in mobile live broadcasting,and few are focused on the field of pan-entertainment mobile live broadcasting.Therefore,this study introduced interactivity and emotional attachment into the model.Based on the predecessors of mobile entertainment live,such as continuous use will,on the basis of research,based on the stimulus-the body-response theory model,from the user to interact with the platform the user to interact with the host from two aspects,respectively to extract the interactive platform(controlling,personalized),anchor(responsiveness,interesting)four interactive factors as stimulus variable,affect users' emotional attachment,thus further influence users continue to use,model is also considering the size of the sensor networks in the regulating role in the relationship between emotional attachment and continuous use intention.In this study,questionnaire survey was used to test the hypothesis.Through empirical study,it was found that controllability,personalization,responsiveness and interestingness all had positive effects on users' emotional attachment,while emotional attachment positively affected users' willingness to continue using the live broadcast platform.Affective attachment mediates the relationship between interactivity and user's continuous use intention.Perceived user size has a positive moderating effect between emotional attachment and users' continuous use intention.Based on the interactive perspective of user behavior,this paper takes pan-entertainment mobile live streaming as a new context for the study of emotional attachment and continuous use intention,which enricces the research in related fields.In this paper,the results of the study for extensive entertainment live mobile platform and generally live platform operators to provide reference opinions,live help platform managers understand users continue to use the will of the forming process,and in the process of the interactive and emotional attachment plays an important role,so as to further strengthen the user and platform,the user and the interactive mechanism of the host,in order to improve the user perceived control,personalized,responsive and interesting;The relationship marketing strategy is adopted to strengthen the audience's emotional attachment to the live broadcast platform,so as to maximize the continuous use intention of live broadcast users. |
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