Research On The Influencing Factors Of Audience's Satisfaction On Mobile Webcast Platform

With the development of mobile Internet technology and the popularization of mobile devices,2016 was being calling the "First year".Mobile webcast has become an important way for users to get information and interactive entertainment and social activities,it provides access for users to satisfying demands.There are so many types and users of mobile webcast platform that a large number of user-generated content appeared.As a new and vigorous developing industry,a series of problems appeared in the development process of mobile webcast.On the one hand,the mobile webcast is a highly competitive industry,some nonstandard behavior by anchors and vulgarized webcast content appeared.On the other hand,the platform lacks relevant operational experience due to the large number of mobile webcast platforms and users,which has brought serious impact on the users' satisfaction on the platform.During the rapid expansion of mobile webcast platform,improving the users' satisfaction is an important issue which needs to be solved in the mobile webcast industry.Through the literature research,the writer found that the current research of mobile webcast platform focus on content analysis from the view of audience in psychological area,but lack of the investigation analysis about audience's behavior and satisfaction.The article will discuss how to optimize the operation of the platform from the view of audience.According to the literature review,the writer proposed the hypotheses and research model based on the theory of "uses and gratifications" and customer value theory and perceived service quality theory.This article carried an investigation on 305 audience on mobile webcast platform.Through empirical analysis,it has proved that perceived service quality,perceived social value and perceived entertainment have a direct positive impact on audience s satisfaction,presence,security and content quality have a direct positive impact on perceived service quality.Besides,ease of use and interface design have no direct impact on the audience's perceived service quality.Finally,some main operating strategy is given from the angle of service quality for mobile webcast platform.Firstly,content must come first,the platform must improve the quality of content.Secondly,the platform should enhance the audience' s telepresence experience.Thirdly,the platform should make the security under control.At last,the platform should establish a supervision and feedback mechanism,an effective customer relationship management system is necessary.From the view of government management,the government should create a good industry competitive environment and establish reporting mechanisms to avoid malicious competition.Beside,regulate users' behavior on the platform and formulate perfect administrative penalty measures and strengthen the legal construction.The contribution of this paper lay on:Defining the relevant concepts of mobile webcast according to the communication theory.Based on the "use and satisfaction" theory,customer value theory and perceived service quality theory,the model of audience's satisfaction on webcast platform is established.Combining the customer value theory with the "use and satisfaction" theory to make up for the weakness of the "use and satisfaction" theory in audience research.Proposing advice for the platform operation and government management according to the empirical study conclusion.