Weak Ties In Livestream Room And Their Compensation Influence On The Audience’s Loneliness

Restrictions in real communication with high speed of modern life,leading to the individual lack of enough social contact,are prone to anxiety,lonely live webcast technology because of its strong entertaining and real-time interactive make its have entertainment,social function,at the same time,the use of social networks and virtual interactive bring users psychological impact also gradually be taken seriously,so this study wants to explore the audience in the broadcast media contact,the loneliness is influenced by studio social relationship strength,and by what factors adjust again.The main content of this study is to explore the compensating effect of the weak ties between the audience and the anchor on the loneliness of the audience and to explore the mediating effect of the parasocial relationship and the moderating effect of the involvement.On the basis of literature review research hypothesis is put forward,namely the studio audience and the host through interaction and exceptional behavior established social relations,and will have positive compensation effects on audience’s loneliness,the degree audience involved in not only can adjust live use the relationship between the behavior and loneliness,but also on the social relations between loneliness and the path of the produce.Design two rounds of questionnaire in this research,adopt the method of questionnaire survey of 625 respondents to issue two questionnaire,to watch the live broadcast frequency,watching live the length of the two indicators measuring the intensity of the use of a live audience behavior,with the aid of loneliness,social relations,the degree of involvement in scale to explore the impact of the existence of audience media use behavior of loneliness and its mechanism,examine the intermediary effect of media use behavior of loneliness,and the regulating effect of involved in degrees to play.The results show that:(1)The audience and the anchor establish a parasocial relationship.The duration of live broadcast watching can positively predict the loneliness of the audience,while the frequency of live broadcast watching can negatively significantly predict the loneliness of the audience;(2)The parasocial relationship plays a partial mediating role between the duration of live broadcast viewing and the loneliness of the audience,and a complete mediating role between the frequency of live broadcast viewing and the loneliness of the audience;(3)The moderating effect of involvement on the relationship between watching time and loneliness was significant,but the moderating effect on the relationship between watching frequency and loneliness was not significant.Further slope analysis showed that when the audience was low in involvement,the moderating effect of watching time on loneliness was greater.(4)Moderated mediator:The duration of watching live broadcast was moderated by the involvement degree through the mediating effect of quasi-social relationship on loneliness.From a theoretical perspective,the above findings not only provide a new perspective for the study of social relations in the context of network broadcast,innovatively fill the gap in the research on the loneliness of audiences in the context of live broadcast,but also explore the mechanism of the effect of the parasocial relationship established by network social networking on the compensation of audience’s loneliness.Mammal from a practical level,through the social relations,the impact on the audience’s psychology and behavior,the platform can better provide service for live user,academic circles can better predict the role of social networks under different factors affect,cause the attention of society to use medium of mental health,this for the development of new media technology research,has certain theoretical contribution and practical implications.