Research On Diffusion Of Innovations Of The Live-streaming Platform Inke Among College Students

Webcasts were booming in 2016 with the advantages of strong sociality,enhancing liveness,and high fragmentation.As a member of them,live-streaming platform Inke has once jumped to the top of the pure entertainment APP.It follows the characteristics of diffusion of innovations.The innovation-development process of Inke begins by recognizing the need in webcast era;the new ideas such as minimalism promote development;core technologies and the reward-sharing model facilitate commercialization,and social sharing and cultural bedding accelerate diffusing.But the consequences of Inke are uncertain.Taking the high-end crowds in first and second tier cities as innovators,net influencers as early adopters,and pure students as early majority,Inke has gained a lot of adopters.Now Inke has developed a diffusion network centered on the decentralized diffusion systems and connected by ethnic groups and the-strength-of-weak-ties.However,because of the internal and external environmental changes caused by the profit model,homogeneous products and strict supervision,Inke's user margin has declined.Therefore,based on diffusion of innovations and the 5W model,this research builds the research model.Using convenience sampling method,the research conducts a survey of college students in Liaoning Province via a questionnaire composed of a Likert scale.According to regression analysis,it reveals that the adoption and diffusion of Inke among college students is affected by communication content.So despite the technological changes,content is always the basic law.Live-streaming platforms represented by Inke should change the concept of content production and create the ultimate content from aspects of content supply,content supervision,and content innovation for development.