组态视角下娱乐类主播的观众粘性前因构型研究

Research on Antecedent Configuration of Audience Stickiness of Entertainment Live Streamers from Perspective of Configuration

随着人民物质文化需求和网络通讯技术的不断提升,观看娱乐类直播当下已成为一种新的娱乐与消遣方式。为探究娱乐类主播高观众粘性的成因,厘清主播形象的虚拟或真实性对观众粘性形成路径的影响,对246份有效问卷数据进行模糊集定性比较分析(fsQCA),分别研究了游戏主播、秀场主播的个人特征与直播内容价值感知对于观众粘性的影响组态。研究发现:(1)主播的专业性、互动性和直播内容的感知娱乐价值是两种娱乐类主播保证高观众粘性共有的必要条件;(2)分别存在3条等效路径支撑游戏主播和秀场主播获得高观众粘性;(3)目前虚拟主播已在秀场主播中占据一席之地,感知社会价值在秀场虚拟主播的高观众粘性前因构型中发挥重要作用,而游戏类虚拟主播应重点提升自己的专业性与互动性,使直播内容拥有较高感知功能价值与感知娱乐价值。

With the continuous improvement of people's material and cultural needs and network communication technology,watching entertainment live streaming has become a new entertainment and pastime for the current audience.In order to explore the causes of high audience stickiness of entertainment live streamers and clarify the impact of the virtual or authentic image of the live streamers on the formation path of audience stickiness,this paper conducts a fuzzy set qualitative comparative analysis(fsqca)on 246 valid questionnaire data,and studies the impact of the personal characteristics of game live streamers and show live streamers and the value perception of live content on audience stickiness.The research finds that:(1)the expertise and interactivity of the live streamers and the perceived entertainment value of the live content are the necessary conditions for the two entertainment live streamers to ensure high audience stickiness;(2)There are three equivalent paths to form high audience stickiness of game live streamers and show live streamers respectively;(3)At present,the virtual live streamer has occupied a place in the show live streamers,and the perceived social value plays an important role in the high audience stickiness configuration of the show virtual live streamers,while the game virtual live streamers should focus on improving expertise and interactivity so that the live content has a high perceived functional value and perceived entertainment value.