In 2016,the APP live streaming industry was given unprecedented development.As the latest social networking platform,APP Live broadcast not only continues the Weibo diffusion capability and WeChat communication features,but also provides users with the most authentic sensory experience.With the rapid expansion of the live streaming platform,all major businesses have turned to APP live streaming.How to increase popularity through live broadcast and get the best product promotion has become a major concern to all businesses.In this paper,based on the Technology Acceptance Model,I explored the behavioral intentions of APP live users.In the model,I expanded the original model according to Uses and Satisfactions Theory in order to explore the Pre-variables which influence the users’ perceived ease of use,perceived usefulness and perceived entertainment.In this paper,a questionnaire is used to undergraduates in Chongqing.The collected data has been processed through the descriptive statistical analysis,the reliability analysis,the validity analysis,the variance analysis,the correlation analysis as well as the regression analysis.The result of analysis demonstrated: The cognitive demand,the social integration demand,the individual conformity demand,the perceived ease of use had a significant effect on the perceived usefulness;the needs of the system use had a significant effect on perceived ease of use;emotional needs,relieving stress needs,perceived ease of use had a significant impact on perceived entertainment;perceived usefulness,perceived ease of use,Perceived entertaining had a significant effect on behavior attitude;perceived usefulness,perceived entertainment,behavioral attitudes and users’ age had a significant effect on behavioral intention;users’ gender,education level and disposable money had no significant effect on behavioral intention.The research explored the behavioral intention of users who used APP live broadcast and analyzed the using situation about APP live broadcast.Based on the data analysis results,the author put forward some suggestions on the development of APP live broadcast industry.The APP live broadcast industry should strive to meet the needs of users,dug Live contentand build live technology in order to provide customers with a better user experience and continue the user’s media usage behavior. |