Study On The Willingness Of Continuous Use Of Live Game Platform Based On User Experience

Currently,China’s live game industry is developing rapidly,becoming an important part of the online entertainment economy and has attracted the attention of the academic community.With the intensification of competition within the game industry market and the advent of experience economy,how platforms optimize users’ subjective feelings when using their products or services becomes the key to their market competition win.This study aims to explore the user experience of live game products and establishes a model of the willingness to continuously use a live game platform based on the SOR theoretical model with user experience as the stimulus variable,emotional attachment as the intermediate variable,and users’ willingness to continuously use as the outcome variable.Combining the research results of previous scholars and the results of in-depth interviews,this paper divides the user experience of the live game platform into sensory experience,social experience,entertainment experience,content experience,and functional experience,and explores the influence of these five experience dimensions on users’ emotional attachment and willingness to continuously use respectively through empirical research,and examines the influence of emotional attachment on user experience and willingness to continuously use and its influence on We also investigate whether there is a mediating role between user experience and intention to continue using.The following conclusions are obtained:(1)all five dimensions of user experience of live game platform can significantly and positively influence users’ emotional attachment to the platform;(2)three dimensions of user experience of live game platform,namely,social experience,entertainment experience and content experience,can significantly and positively influence users’ willingness to use continuously,while two dimensions,namely,sensory experience and functional experience,have no significant influence on users’ continuous use;(3)users’ emotional attachment to the platform can significantly and positively influence users’ willingness to use continuously.(3)users’ emotional attachment to the platform does positively influence users’ intention to continue using the platform;(4)users’ emotional attachment to the platform also plays a partly mediating role between the dimensions of user experience and the intention to continue using the platform.Therefore,this paper puts forward some thoughts and suggestions on how to improve user experience to enhance their willingness to use live game products continuously.