Research On Users' Willingness To Use Live Broadcast Platform Based On The Theory Of Perceived Value

With the rapid development of China's Internet technology in recent years,more and more Internet technologies have been continuously produced.The emergence of new technologies can only be considered successful if they are truly accepted and used by users.In 2013,Internet live broadcast platforms began to appear in China.And then quickly developed at a very fast speed.In just one category of online game live broadcast,the market size in 2016 has reached 2.83 billion yuan.The field of network live broadcast has great market potential.The network live broadcast platform has become the leisure and entertainment choice of many Internet users.In the future,the live broadcast industry will continue to create more market value and influence.The shutdown of Panda TV,the live broadcast platform in 2019,caused a stir in the industry.From September 2017 to February 2018,the average daily active user(DAU)of Panda Live reached 2.72 million.There is a stance to become a dark horse in the industry.However,at 12 noon on March 8,2019,Panda TV announced the official shutdown of the server,announcing the dark end of this halo farce.At present,due to its richer media forms,as well as technological progress and capital influx,the industry is in a period of rapid growth,and live content covers a wide range of fields.On the whole,the current development situation is acceptable,but a more mature business system and profit model have not yet been formed.This research object is a live broadcast platform,but it has certain reference value and significance for most Internet platforms.Through research,you can more fully and accurately find the influencing factors on user willingness,guide companies to better manage and maintain the platform,carry out marketing activities,improve the perceived value of users,and even further convert consumer willingness to use.How to better acquire and maintain users,improve brand competitiveness and user experience.It is an urgent problem for each platform.This research focuses on the perspective of perceived value theory to study the user's willingness to use the live broadcast platform,in order to provide guidance for the live broadcast platform,improve the user's willingness to use,and obtain better corporate performance.Firstly,this study reviews and sorts out the relevant literature such as user's willingness to use,consumer's attitude,etc.on the basis of the value-based option model(VAM),combined with the research practice and relevant literature affecting user's willingness to use,the theoretical model of this study is constructed and relevant assumptions are put forward.The questionnaire mainly draws on the existing maturity scales of the predecessors,and is appropriately adjusted and modified according to the actual research.Firstly,two representative platforms in the field of live broadcast platforms were selected through preliminary surveys,and formal survey data was collected and researched on these two platforms.Finally,the effective data collected are analyzed by using SPSS and AMOS software,and the research conclusions are drawn.The study found that there are certain similarities between the research conclusions of the two platforms: Usefulness and enjoyment have a significant positive impact on willingness to use.Usefulness has a significant positive effect on the functional value,social value,and emotional value of perceived value;enjoyment has a significant positive effect on the functional value and emotional value of perceived value;the functional value and emotional value of perceived value have User attitudes have a significant positive impact;social values of perceived value have a significant negative impact on user attitudes;attitudes have a significant positive impact on willingness to use.There are also some differences:The influence of enjoyment on the social value of perceived value has not been verified on the Douyu platform,and it has been proven on the Huya platform;technicality dimensions have perceptual value The social and emotional values of the value have been proved to have the opposite effect,which is opposite to the expected negative effect,both of which are positive effects,and the absolute value of the standardized coefficient is small.The impact of technicality on the functional value of perceived value.The functional value,social value and emotional value of perceived fee on perceived value have not been proven on Douyu platform.According to the conclusion of the chain path,perceived benefits is proved to be willing to use.The effect of technicality on willingness to use is proven,but contrary to expectations,it is a positive impact.Huya platform's usefulness and enjoyment impact on all dimensions of perceived value have been proven;the cost of money on social value of perceived value has been proven,its impact is opposite to the expected negative impact,both positive effects,And the absolute value of the standardization coefficient is small;the impact of technicality on the functional value,social value and emotional value of perceived value,and the functional and emotional value of monetary cost on perceived value have not been proven on the Huya platform;in the chain path,perceived benefits to use intention is proved,and the impact of monetary cost on use intention is proved.Based on the above research conclusions,this study puts forward management recommendations for the live broadcast platform,with a view to providing guidance for corporate activities.At the same time,while improving services and profits,enterprises should also pay attention to social responsibility,so that the entire industry can move towards a better direction.