Research On The Influence Of Content Preference Of Social Media Users On Social Behavior

Social media users’ content preferences are part of their daily behaviour.Take Douyu as an example,the platform’s social media accounts contain self-expression information such as personal presentation and a large amount of live language information.This study intends to collect data on users’ behaviour in the Douyu LOL(specifically the League of Legends game area,full text below)column,especially their content preferences,to study the influence of social media users’ content preferences on their social behaviour.The aim is to provide a more comprehensive explanation of the characteristics and influencing factors of users’ social behaviour,thus helping social media to improve the social attributes of the medium and develop social markets.In terms of research methods,most existing studies have used case studies to qualitatively analyse the role of user content preference and user social behaviour,while in recent years some researchers in China have started to apply the "use and satisfaction" theoretical model and social exchange theory to conduct quantitative analysis.It was found that the spindle factors such as attitude towards gaming and perception of live streaming were coded at three levels to form the relevant elements of live streaming involvement under user content preferences.The main factors,such as game version information and popular skins,were coded at three levels to form elements of fun content preference under content preference.The main axis factors such as game peripheral promotions,point coupon offers and coupon rebates are coded at three levels to obtain the elements of interest content preference under content preference.The interactive content preference under content preference is formed by coding the main axis factors such as player shows and sharing,game gossip topics,etc.in three levels.The personalised content preference is obtained by three-level coding of the main axis factors such as new heroes launch,rune purchase matching,game and brand co-branding,etc.There is indeed a positive correlation between the involvement in live streaming and preferences for fun content,interest content,interactive content and personalised content,suggesting that users’ motivation to pay attention to games contributes to the formation of their preferences for live streaming content.Differential results exist for the impact of different live content preferences on different dimensions of users’ online social behaviour.