Research On The Influencial Factors Of College Students Towards Mobile Live Broadcast

With the progress of science and technology,the development of the Internet.Mobile live broadcast as a new form of active in the network.In 2016,mobile broadcast was extremely hot and the academic community called 2016 the first year of mobile broadcast.More and more mobile live platforms pour into everyone's eyes,such as co-seize the user's psychology,to understand the user's use of attitude,thus winning this straight battle,is the focus of major operations.At the same time,college students,the ability to accept new things is strong,is the main force in the Internet age,understand the use of mobile student livelihoods groups is very necessary.Therefore,this article explores the factors that affect the user's attitudes toward use,so as to make recommendations for the development of mobile broadcast operators.This article mainly explores the current most popular form of mobile broadcast live,select the students in the sample for the survey.Use technology to accept the model,and add social factors and perceived entertainment factors to explore the issue.Through the investigation,we found that perceived usefulness,perceived ease of use,and social impact have a positive and significant impact on users' attitudes toward using.Perceived entertaining indirectly influences the using attitude of college students through perceived usefulness,perceived ease of use and social influence.Social influence factors have a positive and significant impact on perceived usefulness and perceived ease of use.Perceived usability has a significant positive effect on perceived usefulness.At the same time,it is found in the analysis of the user's characteristics and the user's using attitude that the user's educational background,gender and profession have different influences on the attitude of using.This article through data analysis,the development of mobile broadcast recommendations.Therefore,it is necessary for operators to cope with the scramble for mobile live broadcasting.Operators can expand their market share and win more user resources.