Study On Consumer Behavior Of Game Live Streaming Audiences

In 2016,it was called "The starting year of live streaming".Many start-up companies got B-round or even C-round financing in this year.And live streaming became a part of internet users' life.Until December 2017,the uses of game live streaming reached 224 million,accounting for about 30%of Chinese internet users.However,the industry is facing the disappearance of the demographic dividend in 2018.Two of the reasons are fading capital boom and fierce competition from the short video industry.And no live streaming platform can made a profit in last 2 years.Operational ability is the key to become profitable.Therefore,the common question for each platform is that how to use the data collected to analysis consumer behavior.Without a doubt,the first player who can use those data effectively will gain the industry leadership.The main methods of this article are literature research method,questionnaire survey method,interview method and statistical analysis.Methods are used to study consumer behaviors of game live streaming audiences.Revealing the characteristics of game live streaming consumer behaviors,and provides data basis and relevant recommendations for game live broadcasting platform.First of all,on the basis of collecting,the previous scholars' research on the consumption of similar types of goods such as online games and online videos as a reference.The content contain related literature review of game live broadcasting,relevant literature review of consumers' willingness to consume,and theoretical basis of the audience's willingness to consume live games,as well as the research of online live audience psychology.Second step is model design.The research model is based on relevant researches and conclusions as well as references to relevant industry.In the model,it is proposed that the influencing factors of game live audience consumption experience include three dimensions:achievement experience,social experience and emotional experience.The consumption experience and demographic characteristics(sex,age,income,highest education level,and city)influence the audience's consumer behavior(viewing duration,viewing frequency,and monthly consumption amount).Moreover,questionnaire designed and data collected based on model assumptions.Analytic technique such as factor analysis,variance analysis,correlation analysis and exploratory analysis are used by SPSS 20.0.The results show that the audience's live game experience motivation can be divided into at least three dimensions:achievement motivation,social motivation,and emotional motivation.Different groups of audience have significant differences in their experience motivation.The audience's achievement motivation,social motivation,emotional motivation have positive effect on and consumption motivation.Audience consumption motives of different demographic characteristics are significantly different and the audience's game live consumption motivation has a positive correlation with consumer behavior.Finally,based on the results,suggestions are made on the game live streaming platform.It is believed that the live broadcasting platform should establish a strict and sound membership mechanism,control the anchor game level,guarantee the anchor broadcast time,promote the live broadcast community,and organize the line.Platforms should do more to enhance the competitiveness of the platform and enhance operational capabilities.The innovation of this article is mainly reflected in two points:The first is that the research object is relatively novel.The research on the game live consumption model is still in a blank stage.This topic combines the existing research methods and live game features.The second point is that exploratory research is made during empirical analysis.The analytic procedure is use the sample to extract the difference between mainstream game live audience and the wild game live streaming audience.