Research On The Influencing Factors Of User Continuance Intention In Game Live Streaming Application

The continuous development of the Internet and communication technology has brought profound impact on social life,the emerging interactive media represented by live streaming has changed people’s living habits as well as spiritual and cultural needs.Since the large-scale development of the live streaming industry officially started in 2016,it has gone through the process from the blooming time to the industry reshuffle and then to the present situation of big capital control.The rapid development of live streaming has aroused great concern in scholars.At present,most of the studies on live streaming focus on macro level,and there is a general lack of studies on users and their behaviors in live streaming,and almost no research on users’ continued use.Users are the key to the maintenance and development of live streaming platforms.Since the growth of new users on live streaming is slowing down,it is of great significance to study the influencing factors of continued use of live streaming users to ensure the retention of users on live streaming.This thesis focuses on the type of mobile game live streaming,and is conducted through the following steps.Firstly,this thesis summarizes the relevant theories in the field of information system research,and studies the researches related at the same time.Based on the analysis of previous studies,this thesis takes the SOR paradigm as the horizontal logic and the communication ecology theory as the vertical logic of this study,integrating variables in relevant theories in the vertical and horizontal logical framework.Finally,the model of influencing factors of the continuance intention of game live streaming application users is constructed.This thesis uses questionnaire to examine the model.The design of questionnaire is mostly based on the mature scales of domestic and foreign related studies and combined with the specific context of online game live streaming,and then the data were distributed and collected by means of online survey.During empirical analysis,this study firstly describes the sample,then constructs the conceptual model and verifies the hypotheses by using Smart PLS3,a tool based on partial least squares,on the basis of passing the reliability and validity tests,and mainly draws the following conclusions:(1)Perceived usefulness,satisfaction and perceived playfulness increase continuance intention.(2)Information quality,structural capital and cognitive capital increase perceived usefulness,while service quality and relational capital have no significant influence on perceived usefulness.(3)Information quality,system quality and service quality increase satisfaction,while there is no significant relation between relational capital and satisfaction.(4)Service quality and cognitive capital increase perceived playfulness.Finally,based on the results of data analysis,this thesis provides reference for each online game live streaming operator and suggestions for the future development of the online game live streaming industry in three aspects:(1)Improving the quality and quantity of content available on the platform;(2)Improving the interactive system and enhancing the user interaction atmosphere;(3)Securing system performance and enriching service content.