Analysis And Research Of Smart TV User Behavior Based On The Development Of Internet Media Convergence

Smart TV,as an emerging entertainment device,has received widespread attention because of its advantages of web search,information access and cross-platform search.In the context of the development of Internet media convergence,TV user behavior has an important impact on the smart TV market,and the behavioral characteristics of TV users have become a research hotspot for scholars.Therefore,this paper breaks the common research method in the market and starts from the tendency degree of TV users in choosing smart TV and TV programs under the condition of Internet media convergence,and conducts a relevant research on the main factors affecting the behavior of smart TV users in China.Through questionnaires,interviews and other ways to understand the current types of domestic smart TV programs and the current status of the use of smart TV systems and problems,followed by the use of factor analysis and multiple linear regression analysis to model and analyze the collected questionnaire data,and finally arrive at the main factors affecting the behavior of smart TV users in China under the conditions of Internet media convergence,the main conclusions are as follows.(1)Through the questionnaire survey,it was found that among the different product media,cell phone media was the most widely used with 94.8%,followed by computer with a usage rate of 67.6%.In terms of TV touch media usage,more than 80% of the TV stations where respondents learn about information come from CCTV and shopping channels.Analysis of the types of websites and APPs used by users to get the rate of touchmedia use,the top four are: social,short video,video,service,the use rate of these four types of touchmedia are more than 50%,social APP is still the most widely used APP in China.(2)Smart TV usage trend has obvious correlation with users' economic situation and education level,but factors such as gender and occupation have less influence on the trend of smart TV usage,and the decisive factors of smart TV usage are more from users' current economic situation and the influence of living in the region.(3)Under the condition of Internet media convergence,the news of We Chat public number and smart TV recommendation system have great influence on smart TV users' behavior,and the recommendation system of smart TV itself has a significant influence on smart users' viewing behavior.(4)Combined with the background of Internet media convergence,according to the questionnaire and model data analysis,the factors affecting users' behavior of choosing TV programs are taken as the main factors,and the design of intelligent recommendation system of Heilongjiang Radio and TV is made at this stage.