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Investigating the Impact Factors Forming Users' Intention in Utilizing Live Online Platforms: Case Study DouYu TV

机译:调查利用在线实时平台形成用户意图的影响因素:案例研究DouYu TV

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With the development of the internet, live online platforms have attracted a wider audience. In this paper, we are going to focus on Live Online Platforms and investigatefactors which have a significant effect on their users'intention. For this purpose, we combined the uses and gratifications theory, technology acceptance model and media richness theory to provide a new model. Meanwhile, we analyzed impact factors on live online platform users' intention from three aspects: user perception factor, user requirement factor and content factor. We studied DouYu TV live online platform as the case and conducted a survey to collect data from two hundred and twenty users. SPSS and LISREL also were applied for analyzing the data and testing the model. The result of this research can be utilized in improving user satisfaction and attracting more users by live online platform developers and operators.
机译:随着互联网的发展,在线直播平台已经吸引了更广泛的受众。在本文中,我们将重点关注在线实时平台和调查对其用户意图产生重大影响的因素。为此,我们结合了使用和满足理论,技术接受模型和媒体丰富性理论,以提供一个新的模型。同时,从用户感知因素,用户需求因素和内容因素三个方面分析了在线直播平台用户意图的影响因素。我们以斗鱼电视直播在线平台为例,进行了一项调查,收集了来自220个用户的数据。 SPSS和LISREL还用于分析数据和测试模型。这项研究的结果可以用于在线平台开发人员和运营商提高用户满意度并吸引更多用户。

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