Research On Influencing Factors Of Online Performing Arts Audience’s Participation Behavior

Performing arts industry is an important part of China’s cultural construction and the backbone of the development of socialist literature and art.At the beginning of 2020,in view of the serious situation of COVID-19 outbreak,the stagnation of the national performance market almost completely,the size of literature and art troupes are forced to play,performing arts industry development by the huge impact,offline market hindered the catalytic online culture grow new formats,new performance form of "Online Performing Arts" become important breakthrough of performing arts industry cope with offline performance shutdown,And it has developed rapidly in the past two years.Online Performing Arts,based on network information technology and in the context of virtual cultural sharing space,has greatly expanded the audience’s cultural participation environment,making cloud performing arts audience’s participation behavior more diversified and deeper trend.This study takes online performing arts audience as the main research object,aiming to explore the context of virtual cultural space,perceived ease of use,perceived usefulness,and perceived cost and perceived advantages of four kinds of stimulating factors on online performing arts audience browsing behavior,interaction and continuous participation behavior three kinds of behavior,and explore the mediating effect of flow experience on the four kinds of stimuli and three kinds of behavior.In this study,random sampling method was adopted,and data were collected by using the online questionnaire of Wen juanxing.The subjects were the audiences who had watched Online Performing Arts,and a total of 400 valid questionnaires were collected.SPSS25.0 was used for data analysis.The results show that :(1)perceived ease of use significantly positively affects browsing behavior,interaction behavior and persistent behavior;(2)Perceived usefulness significantly positively affects browsing behavior,interaction behavior and persistent behavior;(3)Perceived cost significantly negatively affects browsing behavior,interaction behavior and persistent behavior;(4)Perceived superiority significantly positively affects browsing behavior,interaction behavior and persistent behavior;(5)There were significant mediating effects of flow experience between the four kinds of stimulus and the three kinds of participating behavior.On the basis of the research results,in-depth interviews were conducted to further explore the mediating mechanism of flow experience between the four kinds of stimuli and the three kinds of participating behaviors,explore the formation factors of flow experience,and explore the deep path of flow experience’s influence on subsequent participating behaviors.The results showed that :(1)perceived ease of use,perceived usefulness,perceived cost,perceived superiority,environmental tranquility,cloud performance quality and group personality were all closely related to the generation of flow experience;(2)Flow experience plays an intermediary role through three mechanisms of enhancing subjective feeling,prolonging experience time and improving audience satisfaction,and further influences audience’s subsequent browsing,interaction and persistence.Based on the above research findings,this study proposed relevant development strategies for online performing arts based on the characteristics and influencing factors of audience’s online performing arts viewing experience and subsequent participation behavior,providing certain reference suggestions for the sustainable development of online performing arts and audience’s participation in virtual cultural space.