| In the live broadcast industry with intensified competition,only a live broadcast platform that allows users to continue to watch and generate consumption behavior can make enterprises in a leading position in the industry.This paper takes the pan-entertainment live broadcast application of Company Y as the research object.First,through field investigation and literature reading,the theoretical basis of the service contact theory is determined,and then the Delphi expert investigation method is used to conduct research,and extract 17 influencing factors of user stickiness of the live broadcast application.Then,on the basis of Analytic Hierarchy Process(AHP),find out the top ten key factors influencing the user stickiness of the live broadcast application,which are the high quality of the live broadcast content,the active interaction of the anchor with the audience,the smooth,safe and stable application experience,the content is the main source of information or knowledge,the functions are simple and easy to operate,the creative gameplay in the live broadcast room is diverse,the personalized recommendation algorithm is accurate,the audience’s social emotions are satisfied,the customer service is highly professional,and the Internet celebrities or opinion leaders start broadcasting.Next,we use the Interpretive Structural Modeling(ISM)method to analyze these key factors,and clarify the relationship between the various factors.Just follow the basic principles of simplicity and ease of operation,and find an ideal product design and operation plan,so that users can continue to entertain and consume on the live broadcast platform.In a word,this paper systematically analyzes and studies the key factors of live broadcast user stickiness from four aspects: word-of-mouth contact,technical contact,customer service contact and product contact,using the Delphi method,AHP and explanatory structure model based on the live broadcast application of Company Y.It also deepened the understanding of the stickiness of live broadcast users. |
