| In April 21,2001,National Basketball Association(NBA)attempted the first broadcast trail on the Internet,which opened a new era of sport event broadcast.In 2015,NBA official announced that Tencent had won the exclusive rights to broadcast NBA games on the internet for the next five seasons for $500 million.The Tencent NBA webcast has won the favor of the audience with its strong interaction and without space constraints.The audience's satisfaction with the Tencent NBA webcast is closely related to the service of the webcast platform.Exploring the content of Tencent NBA webcast service and understanding the audience's satisfaction with Tencent NBA webcast service will not only help the platform to improve its own service,but also help meeting the audience's viewing needs,forming a benign interaction between the broadcaster and the audience.This thesis,taking the Tencent NBA webcast service as the research object,and taking the audiences who watch Tencent NBA webcast as the survey object,uses the literature data transmission,questionnaire survey method,mathematical statistics method and other research methods to conduct an exploratory study on the NBA webcast service,in order to provide a theoretical basis for improving the webcast service environment and improving the service quality for the Tencent NBA relay platform.The main conclusions of this study are as follows:(1)NBA webcast audiences get four characters: they are mostly young peope;with university or above academic level;students cover over half of them;most audience with a middle or low income.(2)NBA webcast audiences have a certain understanding of the rules of the game.The purpose of watching the NBA is diversified.The duration of watching game is mainly less than three years.The frequency of watching is concentrated three times a week or less.More than half of the audiences watch games through the mobile client.In the NBA tournament,most of the teams and stars that the audience likes is in the top eight in the East or West Conference;(3)From the audience's satisfaction with the service of webcast platform,the satisfaction of NBA webcast audiences in audiovisual services,interactive services,host services and relay terminal services is at a medium level,there is still room for improvement;Among the satisfaction in this four dimensions,the highest score is the relay terminal service;the lowest score is the host service;From the value of questionnaire questions,“ad content” and “ad time control” get the lowest value.(4)There is no significant difference in the satisfaction level of these four dimensions for audiences of different genders and ages.There are Significant differences in the satisfaction level occurred in the audiences of different academic qualifications,different incomes,different viewing time and different viewing frequency in these four dimensions;(5)The audiences look forward for more advanced games playing mode,personalized customization service and software with more functions.Through the above investigation and analysis,this paper puts forward the following specific suggestions to improve the NBA webcast service:(1)Establish a hierarchical membership system to take low and middle-income audience into account;(2)Improve the professionalism of the host and further improve the satisfaction of the audiences;(3)Competition between the top teams is the primary broadcast choice;(4)Control the content of advertising and advertising time;(5)Create a virtual chat room for communication,to create a private atmosphere for users to watch events;Using Virtual Reality technology to create an immersive viewing experience;... |
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