Live Webcast Audience Values,Watch The Motivation And The Relationship Between Social Communication Strategy Research

In 2016,the network broadcast tide is the rapid rise of the rapid development of lightning,as the 20 th century,the hottest Internet "outlet" one.In this study,quantitative research is carried out on the basis of qualitative research,which will view the directness of network directivity and facilitate the measurement.It also discusses how to watch the network live,the degree of involvement,the content of the viewing content to the audience,and the social communication strategy.,To explore the values,watching the network direct broadcast motives,social relations strategy relationship.In order to explore the relationship between the values,the directness of the network and the social communication strategy,this study first carried out the preparation of the network directivity motive questionnaire,compiled by the 21 items,divided into five dimensions of watching network direct broadcast motivation Questionnaire.And then select the existing reliability and validity of the value of the scale,while revising the social interaction strategy questionnaire,forming the final questionnaire.A total of 774 questionnaires were randomly distributed in colleges and universities,and the effective questionnaires were recovered 710.The effective recovery rate was 91.7%.SPSS18.0 was used to analyze the data,describe the statistical method,independent sample t test,variance analysis,correlation analysis and multiple regression analysis.The results showed that:(1)There is no significant difference in gender,age,family and occupation on whether to watch live webcasts,and only 18 to 22 years of age and 23 to 26 years of age whether or not to watch live The difference is significant;(3)to watch the network live or not in the value of 12 first-order dimension of the five dimensions of significant differences,including: adventure,honesty and trustworthiness,self-centered,recognition of authority and supernatural beliefs;(4)different degree of involvement in the value of the first-order dimension of adventure seeking significant difference;watch the network involved in the degreeof self-expression,learning integration,social herd and the total score significant difference;different viewing content in the first-order dimension of curiosity There are significant differences in the content of the network to avoid the reality,learning to integrate,and socialize.(5)Values are positively related to watching online directive and positive communication strategies,and there is no significant correlation with negative communication strategies.There are positive correlations between online directivity and positive communication strategies and negative communication strategies.Positive communication strategies and negative communication strategies are not There is a significant correlation.(3)Three dimensions of values Only social value orientation can significantly predict positive positive strategies;social value orientation and authoritative orientation can significantly predict positive view of network direct broadcast motive;watch network direct broadcast motive in addition to escape the reality of the dimension of the other dimensions Can significantly predict positive positive strategies.(7)to watch the network direct broadcast motive in the social value orientation and positive communication strategy between the intermediary role;self-expression,learning integration and leisure and entertainment in the social value orientation and positive communication strategy between the intermediary role;social herd in social value orientation and There is no intermediary role between active communication strategies.According to the results,the author puts forward some suggestions: First,insist on the correct guidance of public opinion,and constantly improve the ability of public opinion guidance,at the same time,strengthen the network media management;Secondly,colleges and universities should improve the ability of college students to identify information,and actively guide students to establish a correct view of social networking;Individuals should strengthen the capacity of social interaction and self-management.