Research On The Characteristics And Motivation Of User Interactive Behavior In Game Live Streaming

Game live streaming has developed rapidly worldwide in recent years,driving the rapid development of related industries such as games,e-sports,and live streaming.The long-term stable development of the game live streaming platform is inseparable from viewers.Virtual gifting and danmaku are the main viewer interaction methods in current game live streaming.The behavioral characteristics they exhibit can help the platform understand the rules of viewer interaction behavior,and effectively identify and locate viewer groups;further,exploring the viewer’s psychological needs reflected behind the viewer interaction behavior characteristics will help the platform more comprehensively portray the viewer image,innovate and formulate platform operation plans in a targeted manner to improve viewer stickiness.Therefore,it is necessary to study the interactive behavior characteristics and motivation of game live streaming viewers.The viewer interaction of the game live streaming mainly includes two ways: virtual gifting and sending danmaku.In the existing research,the behavior characteristics and rules of viewer’s virtual gifting and danmaku interaction have not been comprehensively analyzed.The consumption attributes of viewer gifting have been continuously highlighted,but its interactive attributes have received less attention;the application field of live danmaku continues to expand,but the application effects,viewer behavior,and psychological effects in specific scenarios have not received more discussion.In addition,existing research has begun to pay attention to the application correlation or difference between virtual gifting and danmaku in the same scene,but they have not been compared and analyzed.This thesis focuses on three issues and analyzes the issues through two studies.The main research questions include: The rules and characteristics of the interactive behaviors of the game live streaming viewers’ virtual gifting and sending danmaku during the live streaming;The psychological motivation of game streaming viewers’ virtual gifting and danmaku interaction behaviors;Exploring different viewer interaction behaviors(virtual gifting and danmaku),the associations and differences in behavioral characteristics and psychological motivations.Research one explores questions 1 and 3,focusing on the patterns and characteristics of viewer group interaction behavior;research two discusses issues 2 and 3,focusing on the psychological needs reflected by individual viewer interaction behaviors.The research work of the thesis includes: Propose the research direction of the paper through literature review;Construct a conceptual model of research one based on the interactive ritual chain theory and existing literature;Get the data of research one through web crawlers,and analyze the results through real data Interpretation of the model;Construct a conceptual model of research two based on the use and satisfaction theory and the analysis results of research one and put forward research hypotheses;Obtain the data of research two through questionnaire surveys,and test the hypotheses through regression analysis;Theory of research results discuss with practical meaning,analyze the deficiencies of research,and propose future research directions.Research one found that: During the live streaming,there is volatility in the virtual gifting interaction,while the danmaku interaction tends to be stable;The phenomenon of high-value gifting is obviously related to the fluctuation of the low-value gifting and the volume of danmaku sent;Among the viewers,the degree of interaction of virtual gifting or danmaku and the total amount of gifting consumption show a clear Pareto effect;The selection of gift types and the content of danmaku text reflect the viewer’s own social,emotional,and information needs;There are four types of interaction rituals in live game streaming,and they are intertwined with each other to form interaction ritual chains in live game streaming.Research two found that: The two motivations of information sharing and sense of belonging have a significant positive impact on the number of virtual gifting for live game viewers,and the fashion trend motive has a significant positive impact on the frequency of their gifting;Social presentation and information sharing have a significant positive impact on the frequency of sending danmaku;Passing time has no significant impact on the game viewers’ gifting and danmaku interaction behavior;The behavioral patterns of continuous watching and danmaku viewing are significantly related to the interactive behavior of game live streaming viewers.The thesis not only enriches the research framework of live broadcast user interaction behavior,but also supplements the understanding of user behavior in the game live broadcast,and expands the application fields of interactive ritual chain theory and use and satisfaction theory.The research results provide a reference for the game live streaming platforms to formulate commercial operation strategies and help the platform better understand,identify,and retain users.At the same time,it provides marketing reference for game publishers and network service designers.In addition,it helps society to fully understand the behavior and psychology of the game live streaming viewers,and facilitate the management and supervision of the corresponding platform services and user behavior.