Research On The Influence Of Game Anchor’s Display Mode On Fans’ Participation Behavior

With the upsurge of Internet lives broadcasts,the game live broadcast industry in my country has grown stronger and stronger,and more and more live broadcast users have participated in the ranks of watching game live broadcasts.The game live broadcast not only brought joy to the audience but also brought them a passion for the game.Watching game live broadcasts has become one of the daily entertainment methods for many people.In the process of watching the game live broadcast,users will have user participation behaviours such as watching the live broadcast,sending bullet screens,subscribing to the live broadcast room,sharing the live broadcast room,and rewarding.Users face different live broadcast display methods of the game anchor,and there will be participation behaviours.Certain differences.Therefore,studying the influence of game anchors’ display methods on the participation of fans in the live broadcast room can help GL Company obtain a live broadcast display method that can achieve better live broadcast effects,and provide relevant suggestions for GL Company’s live broadcast management of the anchors.When its anchors conduct live broadcast services Choose a suitable live broadcast display method to improve your live broadcast effect.Bilibili is one of the mainstream game live broadcast platforms in China,and its game anchors can be displayed in three ways: live broadcast,no live broadcast and virtual anchor.This study uses the "Reversed Social Distance Scale" to conduct a questionnaire survey on the users who watched the game live broadcast.It is found that the psychological distance between the user and the live broadcast host is less than the psychological distance of the live broadcast host without the appearance.Therefore,the display method is defined as the live broadcast as close.Psychological distance anchors and live broadcasts without appearance are defined as distant psychological distance anchors,while virtual anchors are defined as virtual anchors.This research analyzes and summarizes the concepts and theories of user participation behaviour,based on psychological distance and anthropomorphic marketing theory,and uses the male anchors of League of Legends at Bilibili as the research object.Through literature research,questionnaire survey,data analysis and comparison Analyze research methods and explore the influence of game anchors’ display methods on fan participation.First of all,this research selects male anchors with three different live display methods that rank first in the League of Legends in the B station,and crawls the relevant live room popularity value,barrage data,reward data,subscription data,etc.through design crawlers;secondly,Use NLP,data standardization and other data processing methods to process related data;finally,visualize and compare the data of near-psychological distance hosts and far-psychological distance hosts,virtual hosts and far-psychological distance hosts.After comparative research,it is concluded that compared with the anchors at the close psychological distance of the League of Legends at Bilibili,there are differences in the emotion of the barrage,the frequency of sending the barrage,and the average amount of rewards per time.A higher percentage of barrage from the host is positive emotions,a higher percentage of users who have sent barrage multiple times,and a higher average amount of rewards per time,but the frequency of barrage sending is lower than that of the host at a far psychological distance most of the time;The comparison between virtual anchors and distant psychological distance anchors reveals that there are differences in the emotions of the barrage,the frequency of sending,the number of barrages sent,and the average amount of rewards per time.The virtual anchors have a higher proportion of positive emotions for the barrage and have been sent multiple times.The proportion of barrage users is more,but the average amount of rewards per time is lower,and the frequency of barrage sending is lower than that of long-distance anchors most of the time.Therefore,for the League of Legends live broadcast business carried out by GL at Bilibili,it is recommended that its anchors carry out live broadcasts and take other measures to narrow the psychological distance with fans.At the same time,this research also provides relevant management or live broadcast suggestions for game live broadcast platforms and individual game anchors.