Research On Audience Continuance Usage Of Live Game Streaming Platform:An Empincal Study On Expectation Confirmation Model

Thanks to the popularity of electronic sports and the development of live streaming technology,the world’s first video game real-time streaming platform,Twitch.tv appeared.Live streaming separated from traditional video site,and stars developing rapidly.In recent years,as China’s policy towards electronic sports relaxed,the gaming industry becomes more and more mature.Live streaming platform burst,especially in the year of 2014,when several live streaming platforms get started.Since then the capital market began to involve in,and the initial formation of live game streaming industry.We can predict that in the future there will be more cross-border integration actions,transforming the traditional internet.However,user retention is a key issue.According to current research,the study on live game streaming has just started.Most research related gathered in the field of information technology.Others focus on analyzing the behavior of the live streaming audience,using different research methods to explore which factor influence the watching motivation,part of which used the Use and Gratification Theory.However,the study in China mostly focuses on the history,the marketing strategy or profit mode with less researcher.The live game streaming is different in domestic and foreign background.Most foreign study has the same background of single live streaming site,such as Twitch,tv,YouTube Live,etc.Yet there are several Chinese live game streaming platform in domestic market.Given the fast development of network update and the growing popularity of mobile terminals,a great increase of live game streaming audience can be predicted.Then,the audience retention will always be the vital topic of the live game streaming platform.Only studying the audience’s motivation is not enough,given the different situation.So this paper will follow the steps below.The author applies empirical method in this paper.First,extracting useful variables from existing literature and interviews.Secondly,defining the variables and build the researching model based on the Expectation Confirmation model.Then,designing the questionnaire and collecting data.Finally analyzing the data and giving the summary of this study.