A Study On The Influencing Factors Of Willingness To Use The Screen Comments And Participation Behavior

After a brief overview of the performance of the audience of the cultural interview program "Round Table" and a brief overview of the impeachment as a medium of information,this paper explores the willingness of the audience of the "Round Table" to use the screen and the factors of participation behavior by participating observation,questionnaire survey and in-depth interview.The study found that the influence factors of the audience's intention to use the screen are the perceived usefulness,the perceived entertainment,the desire to satisfy the motivation,the motivation to seek information and the matching degree of the program topic,and also influence driven by the individual's viewing habits,personality and the quality of the screen;Among them,seeking information motive,seeking to satisfy motivation,program topic matching degree is the influence factor of the audience's willingness to use the screen and the behavior of participation.As an interactive media in the online community,it also provides a channel for audiences to participate in video program interaction while increasing the flow of video programs.Finally,this paper also analyzes the audience psychology and related phenomena reflected behind the use of impeachment from the perspective of communication science,and reflects on the problems brought about by impeachment as a popular media technology.Now the network video Chinese talk show to introduce the screen function has become a common phenomenon,to explore the influence factors of the audience impeachment use of cultural talk shows on ordinary video sites,not only helps the production team of the same type of program to better grasp the interactive behavior of the audience,how to apply media technology,optimize marketing communication strategy has a certain reference value.