我国网络直播用户的使用与满足研究

发布时间：2018-05-25 08:12

本文选题：网络直播 + 用户媒介使用行为　；参考：《华中师范大学》2017年硕士论文

【摘要】：网络直播是流媒体技术的高级运用,是一种高互动性视频娱乐媒介。直播的便捷性和实用性吸引了大量用户的涌入,造就了移动互联网时代一个新的重要流量入口。海量用户的入驻使得直播行业成为互联网流量巨头的投资目标,除了雄厚的资本支撑,能否通过内容和形式的创新留住更多的有效用户成为直播平台面临的重大问题。本文旨在研究网络直播用户的使用与满足情况,先从直播的概况入手,对其分类、主要特征、用户构成和发展现状进行论述,以期对直播平台有一个全面认知和了解;然后通过电子问卷对观看网络直播的262位用户进行问卷调查,通过数据分析,从用户的社会特征、媒介使用方式、使用倾向、使用动机和满足现状对网络直播用户进行分析研究;最后根据用户的使用和满足状况对直播平台的发展做展望。通过分析发现,用户看网络直播主要有五大需求:娱乐消遣需求,获取信息需求,追赶潮流的需求、寻求归属感的动机和社会交往的动机。网络直播平台在内容和形式上都不同程度地满足了用户的需求:直播内容的娱乐性和丰富的弹幕互动形式满足了用户娱乐消遣需求;海量的信息提供满足了用户获取信息的需求;直播的仪式感满足了用户追赶潮流的动机;直播内容和形式的垂直细分实现了用户对归属感的需求;及时互动的特点满足了用户的社交需求。本文的研究重点在于对调查问卷的研究和分析,用户是研究网络直播平台的关键所在,直播平台通过用户运营,满足用户的需求,来扩大其用户规模,从而获得良好的经济和社会效益,给予用户良好的媒介印象,延续用户的媒介使用行为。
[Abstract]:Webcast is an advanced application of streaming media technology, and it is an interactive video entertainment medium. The convenience and practicability of live broadcast attract a large number of users and create a new important traffic entrance in the era of mobile Internet. Mass users make the direct broadcast industry become the investment target of the Internet traffic giant. Besides the strong capital support, whether to retain more effective users through the content and form of innovation has become a major problem facing the live broadcast platform. The purpose of this paper is to study the use and satisfaction of webcast users, starting with the general situation of live broadcast, discussing its classification, main characteristics, user composition and development status, in order to have a comprehensive cognition and understanding of the live broadcast platform. Then through the electronic questionnaire to the 262 users who watched the webcast, through the data analysis, from the user's social characteristic, the media use way, the use tendency, The use motivation and satisfaction status of the webcast users are analyzed and studied. Finally, according to the users' use and satisfaction status, the development of the live broadcast platform is prospected. Through analysis, it is found that there are five main needs for users to watch live webcast: entertainment, information, catching up with the trend, seeking for a sense of belonging and social interaction. The content and form of the webcast platform meet the needs of users in varying degrees: the entertainment of live content and the rich interactive form of screen meet the entertainment needs of users; The massive information supply satisfies the user's need to obtain information, the ceremony feeling of live broadcast satisfies the motivation of users to catch up with the trend, the vertical subdivision of live broadcast content and form realizes the user's demand for the sense of belonging. The characteristics of timely interaction meet the social needs of users. The research focus of this paper lies in the research and analysis of the questionnaire. Users are the key to the research of webcast platform. Through the operation of users, the platform can meet the needs of users and expand the scale of users. In order to obtain good economic and social benefits, give users a good impression of media, continue the user's media use behavior.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【参考文献】