Research On Influencing Factors Of User’s Social Behaviors In Webcasting

Webcasting is a new form of communication that has gradually developed along with the rise of Internet technology in recent years.It has not only changed the traditional single and limited way of social interaction,but also created a new field of network interaction and established networked social relationships across time and space.Compared to traditional community-based interactions and other socially mediated interactions,webcasting has brought about a comprehensive change in both the communication space and the construction of social relationships.The purpose of this study is to provide an objective and realistic basis for the current market of webcasting applications in terms of product marketing,platform transformation and user retention,and to provide reasonable suggestions for future webcasting operation strategies and provide reference for webcasting operators through the data findings of the study.This thesis selects the users of Weibo live streaming platform,which has strong social attributes among live webcasting platforms,as the research object.In line with the new trend of the development of live webcasting applications,the focus of this study is to explore the specific factors affecting the social behaviour of users of live webcasting platforms and the extent of their role.Through a review of the existing literature,this thesis draws on existing research findings and adds new observational variables by combining sociological theories from cross-disciplinary disciplines to construct a model that is applicable to the content of this study.The three factors of social interaction,reciprocity and shared language in social capital theory and the two factors of perceived benefits and perceived costs in social exchange theory are selected as the variables for this study.The findings show that social interaction and perceived benefits positively influence users’ social behaviour engagement,while perceived costs significantly and negatively influence users’ social behaviour engagement,and that reciprocity and common language indirectly influence social behaviour engagement through perceived benefits.There is also a cross-influence relationship between the three factors of social interaction,reciprocity and common language in social capital theory.Live webcast users are free from the limitations of space and time to communicate in a panoramic way,and in this social mode,more common topics and unique ways of interaction are more conducive to the establishment of social relationships.Nowadays,the homogeneous and monolithic social mode and interactive function settings of live streaming platforms are gradually consuming the freshness of users’ use,so live webcasting platforms still need to continuously innovate social mode and optimize platform content in the construction of users’ social functions to further ensure the user stickiness of live webcasting platforms and improve the core competitiveness of platforms in the market.