| Stepping into the Internet era,the rapid development of information technology has brought unprecedented changes to the museum industry,and museums are increasingly using new media for cultural communication activities,among which webcasting,as an emerging communication medium,is valued by museums for its own powerful interactivity and the characteristics of reproducing scenes across time and space,and has become an important window for museums’ external publicity and display.After experiencing the explosive growth period brought about by the epidemic,the official museum webcast gradually shifted to a period of maturity and sedimentation,in which it is more important to focus on user needs in order to achieve sustainable development.This study therefore takes a user perspective and suggests improvements for museums to enhance their willingness to watch official museum webcasts by understanding what factors affect users when they do so.On the basis of existing research,this study comprehensively composes and summarises the development process,live streaming subjects and types,multidimensional values and existing problems of official museum webcasts,thereby fully understanding the research subject.After conducting semi-structured interviews with users of official museum webcasts to obtain primary data,the researcher integrates the results of the analysis of rooting theory into SOR theory,constructs a model of factors influencing users’ willingness to watch official museum webcasts,and puts forward research hypotheses.After testing the hypotheses through questionnaires and SPSS data analysis,the researcher found that the characteristics of the official museum webcasts affect users’ perceptions and thus their willingness to watch.interactivity,professionalism and richness by influencing users’ perceived usefulness and thus their willingness to watch;relevance by influencing users’ perceived ease of use and thus their willingness to watch;interactivity and relevance by influencing users’ perceived entertainment and thus their willingness to watch;richness and relevance by influencing users’ perceived cultural identity and thus their willingness to watch.This study concludes that the phenomenon of users watching official museum webcasts has certain implications for the future development of museums,and that museums should adhere to the basic concept,conform to current communication trends,actively cooperate with various new media,change their own communication thinking,strengthen the construction of online channels,and also focus on the needs of users,so as to increase the size of the museum audience,so that more people understand and love museums.The museums have to work with new and emerging media.This is why it is important for museums to enrich the content of their live broadcasts and train professional broadcasters;to use emerging technologies as a driving force to enhance the immersion experience of users;to innovate the narrative of live broadcasts to enhance the entertainment experience of users;to implement regular live broadcasts and establish a feedback mechanism for live broadcasts,thereby increasing the willingness of users to watch official museum webcasts,promoting the development of museums and giving full play to the social education and cultural role of museums.The role of museums in social education and cultural communication. |
