| In recent years,with the development of Internet technology and people’s pursuit of entertainment content,many short video platforms and live video platforms have gradually attracted people’s attention.However,to obtain more traffic and gain benefits,many phenomena such as content homogeneity and vulgarity not only continue to erode the live video industry,but also lead to the attenuation of users’ aesthetic perception and passivation of judgment.When the visual culture in the digital age with image information as the main form of communication has shown an excessive trend,a kind of auditory communication with sound is also displayed in front of people in the most popular live broadcast form.After reviewing the relevant literature,it is found that the current related research mostly discusses the communication strategy,operation strategy and difficulties encountered by the online voice live broadcast platform,but there is still a lack of systematic research on the user’s psychology and behavior.Therefore,this article takes the information system success model as the theoretical basis,and introduces the immersive experience and the perceived network scale as the intermediary and moderating variables and then a theoretical model of the users’ willingness to continue using the online voice live broadcast platform is constructed.Questionnaire distribution and data analysis were carried out for users of live voice platforms such as Himalaya,Litchi FM,and Qingting FM.The research data showed that the system ease of use,immediacy of feedback,usefulness of content,interestingness of content,and sense of hearing of the network voice live broadcast platform.Integrating the analysis results of the empirical research and the interview content of some users,this research puts forward the following suggestions on how to increase the willingness of users to continue using the online voice live broadcast platform: focus on anchor training,build a good content ecology;use new technologies to empower the platform,and pay attention User experience;focus on the charm of the anchor’s voice and release the emotional value of the voice. |
