网络视频直播平台观众需求满足对持续观看行为意愿的影响机制研究

A Study on the Influence Mechanism of Audience Satisfied Needs on Behavioral Intention to Continue Watching on Live Video Broadcasting Platform

【目的/意义】随着移动互联网的发展普及,网络视频直播平台作为一种新型商业模式成为互联网经济文化的热门研究领域。但是,当前各直播平台大多存在内容区分度不高,观众存留率低的问题。如何维持用户的高粘性成为直播平台实现可持续发展的当务之急。【设计/方法】以网络视频直播平台的观众作为研究对象,从网络视频直播平台的观众需求满足视角出发,构建了观众需求满足对持续观看行为意愿的影响模型,并通过结构方程对模型及假设进行分析验证。【结论/发现】研究结果表明:在网络视频直播中,认知类需求满足显著正向影响其感知有用性;情感类需求满足、个人整合类需求满足、社会整合类需求满足和压力释放类需求满足均显著正向影响其满意度;观众的感知有用性和满意度均对其持续观看行为意愿有着显著的正向影响;观众的感知有用性在认知类需求满足对持续观看行为意愿的影响中起部分中介作用;观众的满意度在情感类需求满足、个人整合类需求满足、社会整合类需求满足及压力释放类需求满足对持续观看行为意愿的影响中起部分中介作用。上述研究结论可为直播平台的营销策略制定和管理策略优化提供理论依据和借鉴参考。

【Purpose/Significance】With the development and popularization of Mobile Internet,as a new business model,live video broadcasting platform has become a hot research field of Internet economy and culture.However,most of the live video broadcasting platforms have problems such as low content differentiation and low audience retention.How to maintain the high stickiness of users has become a top priority for the sustainable development of live video broadcasting platforms.【Design/Methodology】Taking the audience of the online video live broadcast platform as the research object,from the perspective of satisfying the needs of the audience of the online video live broadcast platform,a model of the impact of the audience's needs on the willingness to continue watching behaviors was constructed,and the model and assumptions were analyzed and verified through structural equations.【Findings/Conclusion】The results about live video broadcasting platform show that:the satisfied cognitive needs of the audience significantly positively affect their perceived usefulness;the satisfied cognitive needs,personal integrative needs,social integrative needs and tension release needs of audience have significant positive effects on their satisfaction;the audience perceived usefulness and the audience satisfaction have significant positive impact on their behavioral intention to continue watching;the audience perceived usefulness partially mediates the influence of the satisfied cognitive needs on the behavioral intention to continue watching;audience satisfaction partially mediates the impact of the satisfied cognitive needs,personal integrative needs,social integrative needs and tension release needs on the behavioral intention to continue watching.The above research conclusions can provide theoretical basis and management strategy optimization of live broadcast platforms.