Research On Users Acceptance Of Vertical Webcast Platform

With the continuous expansion of the scale of live webcast users,live webcast continues to develop and become increasingly hot.In order to seize high-quality content and accurately locate users,live webcast platforms are expanding towards a vertical domain of professional subdivision.Vertical live webcast platforms under the trend of specialization have become an important direction for the development of the live webcast industry.In this paper,the users of vertical webcast platforms in China are taken as the research object,the "technology acceptance model" theory is taken as the framework,the "use and satisfaction" theory,the immersion theory,the social presence theory,the customer satisfaction index model theory and so on are combined,the relevant assumptions of the influencing factors of the users' acceptance of vertical webcast platforms are put forward,and the research model is constructed.The research is mainly divided into two aspects: first,through descriptive analysis of the questionnaire,the current users' acceptance and use of vertical webcasts are explored;Secondly,through empirical research,SPSS.20 and AMOS.23 software are used to analyze and process the data to explore the factors that affect users' acceptance of the vertical network live broadcast platform.Through research,this paper finds that the current vertical network live broadcast users are not highly accepted,and their stickiness and loyalty are not high.Perceived usefulness,satisfaction and immersion are the key significant factors that affect user acceptance.Perceived quality,perceived entertainment and leisure entertainment demand have a deep influence on user intention attitude.User satisfaction and user immersion have a mediating effect between perceived usefulness and user acceptance.The common development trend of rational consumption and entertainment consumption of users is gradually showing.The perceived quality affects the user evaluation and has a significant impact on the user acceptance intention.On the basis of analysis and conclusion,combined with the characteristics of vertical network live broadcasting,this paper puts forward corresponding suggestions and countermeasures for the optimized development of vertical network live broadcasting platform,including paying attention to the professional and high-qualitycontent production of the platform,training professional anchors,and improving the content and service quality of the platform.Pay attention to the rational consumption intention of users,so as to meet the relevant needs of users,enhance the stickiness and loyalty of users,etc.