移动直播平台受众满意度影响因素研究

发布时间：2018-04-24 15:50

本文选题：移动直播平台 + 网络直播　；参考：《南京大学》2017年硕士论文

【摘要】：随着移动设备普及和移动互联技术的发展,2016年迎来了移动直播"元年"。移动直播平台也成为了用户获取信息、满足需求、互动娱乐以及社交的重要途径。移动直播平台种类众多,用户规模大,平台每天都会产生大量的用户生成内容。作为一个新兴的蓬勃发展的行业,移动直播也在发展的过程中出现了一系列的问题。一方面移动直播的行业竞争激烈,一些主播的直播行为不规范,直播内容低俗化。另一方面,由于移动直播平台及主播数量众多,用户增长速度快,平台缺乏相关运营经验。这些问题严重影响了平台用户的满意度。在移动直播平台急速扩张的过程中,提高用户满意度,促进行业健康发展是目前移动直播行业亟待解决的问题。本文通过文献调研,发现目前学者对移动直播平台的研究以内容分析为主,调查性分析较少。研究立场从受众视角进行的研究也多以心理研究为主,对受众行为及满意度研究的相对较少。探究目前受众对移动直播平台的感知满意度,从受众角度优化平台运营,将是本文需要解决的问题。本文根据"使用与满足"理论、顾客价值理论以及感知服务质量理论与满意度的关系提出假设,构建移动直播平台的受众满意度理论模型。通过对305名移动直播平台受众进行调研,发现目前受众对移动直播平台的满意度并不高,在模型验证的过程中,证实了感知服务质量、感知社会价值和感知娱乐性对受众满意产生直接的正向影响,临场感、安全性和内容质量对受众的感知服务质量产生直接的正向影响,易用性和界面设计对感知服务质量的影响不显著。最后主要从平台的服务质量角度给出企业关于移动直播平台的运营策略:1、内容为王,提升平台的内容质量。2、提升受众的临场感体验。3、提升平台的安全性保障。4、发展有效的客户关系管理,形成良好的监督反馈机制。从政府管理角度提出关于移动直播平台的管理建议:1、创建良好的行业竞争环境,建立举报机制,打击移动直播平台的恶意竞争。2、规范移动直播平台的用户行为,制定完善的行政处罚措施,加强法制化建设。本文的贡献在于,结合传播学理论知识对相关概念进行了界定,以"使用与满足"理论、顾客价值理论和感知服务质量理论构建了移动直播平台受众满意度模型,将"使用与满足"理论与顾客价值理论结合以尝试弥补"使用与满足"理论在受众研究中容易忽略人类动机复杂性和隐蔽性的缺陷。通过实证方法研究国内移动直播平台的受众满意度影响因素,最后根据结论为平台运营和政府管理提出建议。
[Abstract]:With the popularization of mobile devices and the development of mobile interconnection technology, 2016 ushered in the first year of mobile live broadcasting. Mobile live broadcast platform has also become an important way for users to access information, meet their needs, interact with entertainment and socialize. There are many kinds of mobile live broadcast platform, the user scale is large, the platform will produce a large number of user-generated content every day. As a burgeoning industry, mobile live broadcast also appears a series of problems in the process of development. On the one hand, the industry competition of mobile live broadcast is fierce, some anchors live broadcast behavior is not standard, live broadcast content is vulgar. On the other hand, due to the large number of mobile live broadcast platforms and anchors, the rapid growth of users, the platform lacks relevant operational experience. These problems seriously affect the satisfaction of platform users. In the process of rapid expansion of mobile broadcasting platform, it is urgent to improve user satisfaction and promote the healthy development of mobile broadcasting industry. In this paper, through literature research, found that the current research on mobile direct broadcast platform mainly focused on content analysis, less investigative analysis. The research standpoint from the perspective of audience is also mainly psychological research, and the research on audience behavior and satisfaction is relatively less. To explore the current audience's satisfaction with the mobile live broadcast platform and optimize the platform operation from the audience perspective will be the problem to be solved in this paper. Based on the theory of "use and satisfaction", the theory of customer value and the relationship between the theory of perceived quality of service and satisfaction, this paper constructs a theoretical model of audience satisfaction of mobile live broadcast platform. Through the investigation of 305 mobile live broadcast platform audience, it is found that the satisfaction of the audience to the mobile live broadcast platform is not high. In the process of model verification, the perceived quality of service is confirmed. Perceived social value and perceived entertainment have a direct positive impact on audience satisfaction, while the sense of presence, security and content quality have a direct positive impact on the perceived quality of service of the audience. Ease of use and interface design have little effect on perceived quality of service. Finally, from the point of view of the quality of service of the platform, the company's operational strategy on the mobile direct broadcast platform is given, the content of which is Wang. Improve the content quality of the platform. 2, enhance the audience experience. 3, enhance the security of the platform. 4, develop effective customer relationship management, form a good mechanism of supervision and feedback. From the angle of government management, this paper puts forward the management suggestion on mobile live broadcasting platform: 1, to create a good competition environment for the industry, to establish a reporting mechanism, to crack down on the malicious competition of the mobile live broadcast platform, and to standardize the behavior of users of the mobile live broadcast platform. Formulate perfect administrative punishment measure, strengthen legal system construction. The contribution of this paper lies in the definition of relevant concepts combined with the theoretical knowledge of communication, and the establishment of audience satisfaction model of mobile broadcasting platform based on the theory of "use and satisfaction", the theory of customer value and the theory of perceived quality of service. The theory of "use and satisfaction" is combined with the theory of customer value to try to remedy the defects of the theory of "use and satisfaction" which is easy to ignore the complexity and concealment of human motivation in the research of audience. This paper studies the influencing factors of audience satisfaction of domestic mobile direct broadcast platform by empirical method, and finally puts forward some suggestions for platform operation and government management according to the conclusion.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【相似文献】