Research On The Influence Of Trust Mechanism Under The Visual Angle Of Network Live Broadcast

As a new way of information transmission,network live broadcast has attracted wide attention of the public due to its advantages of entertainment,interactivity and convenience.From 2016 to the present,the network live broadcast has already had hundreds of millions of users scale in our country,its development tendency presents the strong momentum.In this trend,e-commerce,education,tourism and other areas of the internet companies,have been in the original business on the basis of expanding the live broadcast business,thus building a "live+" service ecosystem.At the same time,as a new form of digital economy,the national and local governments have also introduced policies and regulations to support self-employment of self-employed people,thus has stimulated the live broadcast profession the vigor and the potential maximally.With the rapid development of network live broadcast industry,there are many problems in live broadcast industry,such as "Bird’s nest sugar water event","false propaganda beauty instrument" and "Chaos.These"Chaos" if not to strengthen regulatory constraints,will lead to live users of dissatisfaction,suspicion,in advance overdraft user trust,which may affect the live industry as a whole healthy development.Therefore,how to establish the trust between the participants of the network live broadcast is very important to the development of the network live broadcast in the future.First of all,the paper discusses and answers three questions,that is,the common methods of studying the network live broadcast,the research path of the formation of trust,and the influence factors of trust mechanism,thus,the theoretical model of trust mechanism of network live broadcast is constructed.Secondly,the data were collected by questionnaire method and analyzed by using software SPSS 26.0,Amos 26.0 and structural equation model,the results show that trust intention,anchorperson characteristics and perceived revenue have positive and significant effects on users’trust attitude,perceived risk has significant effect on users’trust attitude,and platform quality has no significant effect on users’trust attitude.Finally,based on the research results,the strategies of paying attention to users with high trust tendency,strengthening the training of live broadcast talents,implementing the responsibility of supervision and guarantee,and paying attention to the innovation of live broadcast content are put forward,for the network live broadcast practitioners to provide targeted,landing of the operation and development of the proposal.