Research On Factors Affecting Listeningbehavior Of Dragonfly FM Short Audiousers

In recent years,with the strong development of new media,the development of newspapers,TV and other traditional media has been squeezed,but broadcasting has shown a new trend of development in the bleak situation of traditional media,and the value of sound has been increasingly highlighted.With the development of mobile Internet,users' listening habits of audio have changed greatly,from the previous linear listening to real-time listening,fragmented listening.In order to adapt to the listening needs of users,new audio forms such as "visual broadcasting","streaming media broadcasting" and "short audio" are constantly appearing and developing.In this study,Dragonfly FM short audio is selected as the research object,and the development characteristics of Dragonfly FM short audio and the influencing factors of the listening behavior of Dragonfly FM short audio users are studied by using the innovation diffusion theory,so as to provide reference and suggestions for the development of short audio in China.This study adopts the method of empirical study,on the basis of literature review,with Rogers diffusion of innovation theory as the theoretical basis,focusing on the innovation diffusion theory of "innovative things themselves" and "individual innovative" properties,combined with short audio programs on the dragonfly FM personality development characteristics,to construct a dragonfly FM short audio listening behavior influence factor model by the user.Through empirical research,this paper investigates the current situation of users' listening,verifies the hypothesis,revises the model,and puts forward the influencing factor model of short audio users' listening behavior,which provides guidance for the innovation and development of short audio programs.This study found that Dragonfly FM short audio users are mainly young female college students;The listening frequency of male users is higher than that of female users.The higher the educational level of users,the higher their preference for short audio is.The relative superiority,compatibility and observability are the main factors that make the listening behavior of users of different genders and educational levels different.The listening behavior of early and late listeners is positively influenced by the listening behavior of late listeners.Individual innovation,observability and relative superiority have positive effects on users' listening time of Dragonfly FM short audio.Observability has a positive effect on improving users' listening frequency of Dragonfly FM short audio;Compatibility is the decisive factor in the user's decision to continue listening behavior;Individual innovation,trialability and ease of use are important considerations for sharing behavior.Based on this,the present study proposes that testability,observability,compatibility and individual innovation are the important influencing factors of short audio users' listening behavior.Therefore,in order to promote the development of short audio programs,traditional broadcasting should play a leading role in value,especially to improve the observability,compatibility and testability of short audio programs,and pay attention to the differentiated promotion of different users to mobilize the individual innovation of short audio users.