| With the development of network connection environments,smart phones,tablets,smart boxes and smart TV are being popularized.There are emerging a large number of live video products in the application market nowadays.The live video industry has entered the phase of rapid development and the competition in this industry has also entered the white-hot stage.However,a live video product must understand its users' requirement adequately if it wants to be accepted by the users.In other words,only by finding the key factors that could influence the users' choices,can the live product survive in “the Red Sea”.To solve this problem,this study reviewed the theory of user acceptance firstly and built a fundamental framework with the extended theory of TAM and TPB.Secondly,this study complimented the framework by integrating the Experience Theory,the Perceived Playfulness Theory and the Perceived Risk Theory.And then,this paper added the gender,age,education degree,and income level variables to the model as the external factors to test their effects in users' behavior intention.Finally,a relatively complete User Acceptance Concept Model of Live Video Products was created.Then this study designed the questionnaire about the factors that impact users' behavior intentions on live video products.The questionnaire was corrected many times after the pre-research and then was delivered in several internet platforms.After cleaning the survey data this study began to analyze the demographic characters of the data.Additionally,the theoretical assumptions and conceptual model were tested through the One-way Analysis of Variance,Correlation Analysis and Regression Analysis with the help of SPSS Statistics 19 software after its reliability and validity were verified.Furthermore,the structural equation model was introduced to make confirmatory factor analysis and goodness-of-fit tests by the Amos Graphics 21 software.The final user acceptance model was built eventually after several times of modifications.We found that there were almost no differences between the results of the confirmatory factor analysis and regression analysis.It showed that three factors have positive effect on the using intention: the perceived usefulness,the perceived ease of use and the facility conditions.Moreover,the perceived risk factor has negative effect on the using intention.However,the other three factors – the perceived experience,the perceived playfulness and the social influence have no influence on the using intentions at all.In addition,the strong correlation between facility conditions and perceived ease of use was found as well.In the end,this study made some practical suggestions on the live video products improvement and operation from both of the user characteristic and influence factors perspectives.I believe that these suggestions are instructive for meeting the requirements of live video users and promoting the users' experience comprehensively. |
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