Research On Influencing Factors Of Users’ Continuance Usage Intention Of Slow Live Broadcasting

When online live broadcast quickly captures public traffic with an increasingly mature operation mode,seemingly simple and boring slow live broadcasting also harvests a large number of fans in a different attitude from ordinary online live broadcasts.The current slow live broadcasting industry has begun to shift from an explosive growth period to a mature precipitation period,which requires more attention to user stickiness and loyalty.From this,the research question is raised: what factors affect users’ continuance intention of slow live broadcasting? How do these factors affect users’ continuance intention? How can we improve the users’ continuance intention?On the basis of the existing research,this research explores the factors that affect slow live broadcasting users’ continuance intention based on the grounded theory,then combines the Stimulus-Organism-Response（S-O-R）model to construct a model of slow live broadcasting users’ continuance intention.And put forward the corresponding research hypotheses.Then,the research hypotheses were verified by analyzing the questionnaire data.The results show that the users’ continuance intention is mainly affected by the content characteristics and users’ experience perception of slow live broadcasting,and the logical cation path can mainly be defined in four ways.The first way is “entertainment/interactivity→hedonic benefits→continuance intention”,the second way is “interactivity→social benefits→continuance intention”,the third way is“continuity/authenticity→information benefits→continuance intention”,and the last way is “continuity/authenticity/entertainment → flow experience → continuance intention”.This research finds that,compared with other online live broadcast forms,slow live broadcasting,based on its uninterrupted live broadcast,original live broadcast,slow live broadcast and filmed monitoring perspective,makes up for the lack of user experience in the previous live broadcast,increases the pleasure of peeking and gazing,gives users companionship satisfaction and opportunities for self-narrative,and satisfies the user’s "slow" expectation of users.These unique experience perceptions brought by the characteristics of slow live broadcasting content meet users’ needs while increasing their satisfaction and willingness to continue using slow live broadcasting.In view of the current problems of slow live broadcasting,such as lack of innovation in content,uneven quality,and a single form of interaction,which affect users’ continuance intention,this thesis combines the research results to put forward suggestions to enhance the continuous use of slow live broadcasting users in the future:（a）deepen the production of content,highlighting the characteristics of slow live broadcasting;（b）improve the amount of content information to enhance users’ information gain;（c）enrich live interaction and strengthen users’ interactive experience;（d）Taking advantage of emerging technologies to enhance user flow experience.