Research On The Influence Of The Webcast Media Features On The Continuing Willingness To Participates

Thanks to the rapid development of mobile Internet technology and the social needs of people in the modern urban process and the interactive nature of the Webcast over other media in the past,China has ushered in the "first year of live webcasting." As an emerging media that will effectively innovate in attracting passengers,realizing traffic flow,and optimizing experience,the webcast will further penetrate into all areas of the Internet and continue to be a standard method for generating,realizing,and producing blood in all platforms.However,the current academic research on the emerging phenomenon of webcasting still focuses on the analysis and reflection of the phenomenon itself.There is little analysis and research on the intrinsic propagation mechanism of webcast and the psychological experience and willingness of the users in the use process.This article starts with the unique media properties of webcast and deconstructs its multi-attribute features into four dimensions: real-time interaction,clue multiplicity,natural language,and personalized attention,and is widely applied to the willingness and behavior of users' continuous participation in the network environment.The "Stimulus of External Environment-Sensitive Response-Reaction to Behavior"(SOR)theory,which introduces social presence and immersive experience as two user variables and psychological factors,introduces a webcast platform to provide program content and users for users.The relevance degree of preference is used as the adjustment variable to construct the theoretical model of the continuous participation willingness of the webcast user,and then the influence of the media characteristics of the webcast on the user's continuous participation intention will be studied.The article uses questionnaires to collect 326 valid questionnaires through three methods: webcasting,professional surveys,and online surveys of friends and relatives.After using SPSS21.0,AMOS21.0 and other statistical analysis software to process the data,the main research conclusions of this study are drawn.The research results show that: First,the multi-attribute characteristics of webcastinginfluence the user's continued willingness to participate.First of all,the multi-attribute features of webcasts affect their continued willingness to participate by affecting the social presence of users.Second,the multi-attribute features of webcasts affect their continued willingness to participate by affecting the user's immersive experience;The multi-attribute features of the webcast will affect the user's social presence,and then affect the user's immersive experience and thus influence their continued willingness to participate.Second,the degree of relevance of the content has a regulatory effect on the user experience of the live web broadcast feature.When the degree of association is higher,that is,the program content,broadcaster,and broadcast time provided by the network live broadcast platform match the user's preferences and demands,the positive effect of the network live broadcast feature on the user experience is greater,and vice versa.The positive effect of live streaming on user experience is smaller.Based on the above research findings,this study puts forward a series of practical aspects of marketing,from the application of the live broadcast “live +” model,the establishment of personalized push mechanisms based on user preferences,the establishment of “content is king” business philosophy,and the establishment of self-discipline mechanisms.Revelations and suggestions.At the same time,it also objectively pointed out the limitations of this study in the study of subdivision,cognition evaluation of mediator variables,and questionnaire design,and proposed future research directions.