Research On The Influencing Mechanism Of DouYu Live Platform Users’ Willingness To Use

With the development of intelligent technology,live webcast platform has become an important tool for users to obtain information and social entertainment.There are many kinds of webcasting platforms,and the scale of users is huge.As a new industry,webcasting inevitably leads to a series of problems in the process of attracting users.In 2014,Dou Yu was officially launched,and the live game was the main business to carry out platform operation.After several years of development,Dou Yu has been in the leading position in the industry.However,considering the current development trend of domestic Internet users and network live broadcast platforms,Dou Yu is facing the competitive pressure from other live broadcast platforms.As more and more users use and rely on the live broadcast platform,it is an important problem that each live broadcast platform must face to acquire new users,improve user retention,expand market share and improve brand awareness.Dou Yu is an oligarch enterprise in the field of live game broadcasting,and its influence mechanism of users’ willingness to use has high research value.This thesis improves the scientific theoretical system of users’ willingness to use the live broadcast platform,and puts forward some suggestions for the development of Dou Yu platform,which is helpful to improve the service ability and competitiveness of Betta and other live broadcast platforms.Taking Dou Yu Platform as the research object,this thesis makes an empirical study on the influence mechanism of users’ willingness to use on Dou Yu Platform based on the theoretical model of perceived value and other related models.Through in-depth interviews,questionnaires and other methods,user data are collected,and then descriptive statistical analysis,reliability and validity test,correlation and regression analysis are carried out by SPSS 26 software,which establishes the data foundation for the research of this thesis.Based on the literature and related theoretical research,this thesis establishes a research model and puts forward research hypotheses,and verifies the established model and related hypotheses.Through online questionnaire survey,304 questionnaires were collected,and after careful screening,229 valid questionnaires were obtained,which were used for data analysis.The empirical results show that perceived usefulness,perceived entertainment,technical characteristics,perceived cost,perceived risk and brand image have a direct impact on users’ willingness to use,and affect users’ willingness to use by influencing perceived value.Among them,perceived usefulness,perceived entertainment and brand image significantly affect users’ willingness to use.In this thesis,brand image as one of the variables of perceived value is introduced into the influencing factors model of users’ willingness to use of Dou Yu platform.Through the quantitative way,this thesis studies the Dou Yu platform from the perspective of users’ use.Based on the above innovations,this thesis puts forward some suggestions to promote the development of Dou Yu platform from the influencing factors of users’ willingness to use,which has certain reference significance for Dou Yu platform in improving users’ willingness to use,so that Dou Yu platform can improve the user conversion rate and usage,increase the competitiveness of the platform,enable it to carry out the purpose of sustainable development,and also provide some reference suggestions for other platforms of the same type.