网络直播使用动机研究

发布时间：2018-06-04 23:44

本文选题：网络直播 + 用户　；参考：《郑州大学》2017年硕士论文

【摘要】：移动互联网时代的到来,改变着信息传播与接受的方式,网络直播让我们真正开启了现实生活“在线观看”的模式。2016年视频直播平台数量呈井喷式爆发,业界称2016年为“网络直播元年”。与传统媒体相比,网络直播的最大优势是同步性,它可以实时把内容生动地传达给用户并与之实现互动。直播经历了从传统媒体到网络媒体再到移动社交的发展,在网红经济的推动下更是进入了全民直播时代。网络直播使每个用户都成了自媒体,“网络直播热”现象折射出在网络时代下用户的多种心理。本文以问卷调查和深度访谈的实证研究方法为主要方法,对用户使用网络直播的心理状态进行调查与分析。在这个用户主导的UGC时代,用户的使用动机是什么,其使用行为有什么特点,二者之间有怎样的关系,如何正确的使用网络直播等,是本文研究的重点。本研究从用户的角度出发,以网络直播用户为研究对象,依据传播学、心理学等方面的理论为框架,考察网络直播用户的使用动机及使用行为。通过问卷调查与深度访谈得出数据,总结出用户的主要使用动机与不同使用需求,进一步研究使用动机与行为之间的关系。得出结论:用户的主要使用动机是出于满足娱乐消遣需求、满足猎奇窥探心理、满足受众话语权、职业主播用来盈利、展示自我获取关注度等;用户的使用动机可以影响使用行为,需要产生动机,动机付诸行为。根据调查的数据进行分析总结,针对网络直播存在的问题提出解决问题的对策。本文对网络直播能更好地满足用户使用心理,加强网络直播传播效果具有借鉴意义。同时,也从用户的角度出发,为网络直播运营商提供一些优化建议。
[Abstract]:The advent of the mobile Internet era is changing the way information is disseminated and accepted. Webcast has really opened up the "online viewing" mode of real life. The number of video live broadcast platforms has exploded in 2016. The industry calls 2016 "the first year of webcast." Compared with traditional media, the biggest advantage of webcast is synchronism, which can communicate the content vividly to users and interact with them in real time. Live broadcast has experienced the development from traditional media to network media to mobile social intercourse. Webcast makes every user become self-media. The phenomenon of "webcast" reflects the various psychology of users in the internet age. Based on questionnaire survey and in-depth interview, this paper investigates and analyzes the psychological status of users using live webcast. In this era of user-led UGC, what is the user's motivation, what are the characteristics of the user's use behavior, what is the relationship between the two, and how to use webcast correctly, is the focus of this paper. Based on the theory of communication, psychology and so on, this study investigates the use motivation and behavior of webcast users from the point of view of users. Through questionnaires and in-depth interviews, the author concludes the main user motivation and different use needs, and further studies the relationship between use motivation and behavior. It is concluded that the main motivation of users is to satisfy the entertainment needs, to satisfy the psychology of snooping, to satisfy the right of the audience to speak, to use professional anchors to make profits, and to show the degree of self-acquisition and attention. The user's motivation can influence the use of behavior, need to produce motivation, motivation into action. According to the data of the investigation, the countermeasures are put forward to solve the problems existing in the webcast. This paper can better satisfy the users' using psychology and strengthen the effect of webcast broadcasting. At the same time, from the point of view of users, for the network operators to provide some optimization suggestions.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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