The Relationship Between Live Platform User's Satisfaction And The Behavior

The progress of information technology is the most revolutionary power,not only changing the connections between the people,but changing the people with the world.By the rapid development of the live online platform,everyone can establish their own network video living broadcast through the internet resources.They can transfer the scene and the sound synchronously to the viewers on the other side of the network.Live online platform is the fusion product of the superposition of the medium and the social contact,the live streaming and the barrage.It has not only satisfied people's increasingly diversified and personalized audio and video requirements,but also to a certain extent,it also changed the way people communicate.Live online platform is highly open,anyone can express their views,share their own experiences freely,even comment on other's live broadcast.In this paper,I choose the live online platform as the media object,and use quantitative questionnaire and qualitative in-depth interview method guided by the theory of psychology and communication.The classical theory named uses and gratification has been used in this investigation.After a typical description that interviewee's using situation on live online network,the motivations of the media utilization and social utilization,the satisfaction of the medium and social contact,then to explore the strength of the media attribute and social attribute.Through the analysis of sample data,I concluded that live online platform media satisfaction has positive influence on the intensity of behavior,social satisfaction has no significant impact on the intensity of behavior in the regression equation,the media attribute is better than social attribute at the present stage.In this study,through inspecting the motivation of the social contact,medium contact,social satisfaction,medium satisfaction and the way that interviewee's using live online network,I enrich the medium forms of the using and gratification theories,provides great reference value for the research of double attribute of live online platform and laying the foundation for the later research on it.At the same time,the research can provides suggestions for the development direction of the live online platform in the increasingly fierce and homogenization of serious competition.