A Research On The Sense Of Virtual Community,Trust And Participation Behaviors Of Game Live Platform Viewers

Since 2016,with the gradual maturity of China’s Internet environment,the gradual upgrade of network communication technology,and the constant popularization of mobile smart terminals,China’s game live broadcast industry has developed rapidly.According to relevant reports,as of June 2019,the number of game live streaming users in China has reached 243 million,and the market size has exceeded 48 billion yuan.With the empowerment and capital catalysis of new technologies such as 5G and VR,there will still be huge in the future.Space for development.However,the decline of the Internet traffic dividend and the increasing competition in the industry in recent years have brought new challenges to the survival and development of game live broadcast platforms.As everyone knows,user traffic is the basis for the survival and development of game live broadcast platforms,and the decline of Internet traffic dividends will inevitably have a negative impact on the "open source" of user traffic on live broadcast platforms.In other words,with the fading of the Internet dividend,it will be more difficult for game live broadcast platforms to acquire new users than ever,and it is difficult for live broadcast platforms to have effective solutions to this situation.Under such circumstances,the game live streaming platform has to think about how to "throttling" its own user traffic better to ensure its own healthy user traffic level.That is to say,"how to retain existing users and promote the participation of existing users" has become a topic that urgently needs attention and reflection on game live broadcast platforms.This research starts from the research perspective of individual "psychology-behavior",and refers to the related research of previous scholars,and draws on and uses the research framework of "perception-attitude-behavior" to construct the virtual community perception(membership,influence Theoretical models of power,immersion),trust(organizational trust,interpersonal trust),participation behavior(browsing behavior,interactive behavior).The representative audience of Douyu live broadcast platform was taken as the specific research object,and the research data was collected by questionnaire survey.The statistical analysis software such as SPSS 23.0 and AMOS 23.0 were used to verify and analyze the structural equation model of the theoretical model.The research results show that:(1)The sense of membership,influence and immersion of the audience of the game live broadcast platform will promote their browsing behavior.(2)The influence and immersion of the audience of the game live broadcast platform will promote their interactive behavior.(3)The sense of membership,influence and immersion of the audience of the game live broadcast platform will promote its organizational trust in the live broadcast platform and interpersonal trust in other participants in the live broadcast platform.(4)Game live platform viewers trust the organization of the live broadcast platform and interpersonal trust of other participants in the game live platform to promote their browsing and interactive behavior.(5)The sense of membership,influence and immersion of the audience of the game live broadcast platform can promote their browsing and interactive behavior through the intermediary role of organizational trust and interpersonal trust.