| With the livestream industry classification gradually clear since 2016,the pan-entertainment platform develops rapidly rely on the superiority of degree of entertainment and freedom.There are 151.9 million users in the first quarter of 2017.It can not only provide information,social and entertainment for users,it has became a major means of the anchor and the platform to make their direct profit.As the content propagator or performer,while get a large number of fans,the anchor could have the opportunity to be successful or even profitable.It means,the level of Customer Stickiness is the lifeline of the anchor.If the related image,language,and behavior features of the anchor fit with the user's motivation,it will build the foundation for Customer stickiness.Besides,the anchor can improve the livestream level by the user preference and user psychology,the Customer Stickiness can be consolidated.From the objective index,while the Customer Stikiness can be constructed,there will be a promote about the attention,the point of praise,the number of barrage and the number of the reward.On the subjective index,the Customer Stikiness can be interpreted as users' recognition and dependence on the pan-entertainment,it's the promotion of loyalty.This paper takes the anchor's feature in the pan-entertainment livestream as the research object,to seek the influence to the user's attitude and behavior that the anchor's feature caused.Besides,the user's attitude determines the user behavior,the user behavior leads the anchor's behavior,therefore,the author carried out an investigation about the user's attitude and the user's intend by Questionnaire and In-depth interview.Then,the author has analyzed how the anchor's features fit the user's motivation by taking the superior anchor as example,and analyzed the strategy of Customer Stickiness construction of the anchor.At last,the author come to conclusion by the deep interview to the users and the anchor combined with the text dicussed above. |
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