Uses And Gratifications Of Pan-entertainment Live Video Streaming Platforms Among Students At Shanghai Universities

With the advance of science and technology,pan-entertainment live video streaming platforms have developed rapidly.Pan-entertainment live video streaming platforms refer to the platforms which provide audience with entertainment shows and game broadcasting.This kind of platform bridges audiences and streamers or anchors so that they can interact with one another immediately.Currently the most popular ones are Inke Live,Douyu TV,Huya Live and so on.2016 is dubbed as the first year of live video streaming in China.Therefore,the platforms are of great values in the field of research.Based on “Uses and Gratifications” theory,the thesis is to explore the landscape of university students in Shanghai using pan-entertainment live video streaming platforms.The details entail specific ways of using the platforms,motivations of using them and the relationship between using motivations and satisfaction and so forth.To deepen the research,such five motivations are included as interpersonal utility,pass time,information seeking,convenience and entertainment.By means of survey and interview,the thesis finds that the number of overall time and average daily time respectively on using pan-entertainment live video streaming platforms is in small scale.Shanghai university students tend to use the platforms and send gifts to anchors occasionally.Electronic sports games and entertainment shows receive a high rate of attention from university students in Shanghai.All the five motivations are positively related to gratifications on the pan-entertainment live video streaming platforms,among which interpersonal utility is the highest related.