Qualitative Research On Influencing Factors Of University Students’ Reward Behavior In Pan-entertainment Live Webcast

Pan-entertainment live webcast is a kind of the live webcast type derived from the development of webcast.The content of live webcast contains the nature of pan-entertainment,such as chatting,singing,dancing and so on.Live webcast form to streamer show mainly.The YY,Blibli,Cat Ear FM and other live webcast platforms are typical.Users do not need to pay for watching pan-entertainment live content,live webcast platform set up a reward streamer system,users can voluntarily choose whether to pay the streamer.Users can buy virtual gifts by charging,the amount of reward from a few cents to hundreds of thousands,no upper limit.Users on the pan-entertainment webcast platform consumption is the most important profit model of the platform,reward income will be divided by the streamer and the platform.The form of virtual gift is mainly presented in two-dimensional special effects,mainly in cartoon virtual form,mostly for gifts with special meanings,such as flowers,gift boxes,rockets,castles and so on.The price is from low to high,and the presentation form is from simple to complex.College students are one of the important users of the pan-entertainment live webcast platform.As consumers who do not have a fixed income,their reward behavior is widely concerned by the society.The purpose of this study is to understand college students’ cognition of reward behavior and to explore the influencing factors of college students’ reward behavior in pan-entertainment live webcast.This study mainly adopted the qualitative research method,used the pan-entertainment live webcast platform,and through the QQ,We Chat to carry on the online interview to the 36 college students who had the experience of paying the streamer,and used the rooted theory,qualitative coding and case analysis of interview text data were carried out.After coding and summarizing the text of the interview dialogue,it was found that college students’ cognition of reward behavior forms four main axes,namely,professional understanding,reward willingness,emotional feedback and positive emotion.Two selection codes were concluded for the core genera: reciprocity and emotional infective.The factors that influence the reward behavior of college students included subjective factors and objective factors.Subjective factors included emotional expression,sentimental expression,personal preference and expression.Objective factors included the influence of streamer ability,the influence of streamer personality traits,the influence of gift features,and the influence of chat topics.