A Study on the Influencing Factors of User Participation Intentions in Knowledge Live Streaming Platforms
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This study aims to study the influencing factors of users’ participation intention on knowledge live streaming platforms and to put forward some improvement suggestions for the platform. In this study, we applied the literature method to establish an influencing mechanism model of user participation intention at a knowledge live streaming platform. The influencing factors include perceived interactivity, presence, flow experience, and group pressure. In this study, we observed 323 users from knowledge live streaming platforms and carried out an empirical verification by structural equation model. The high perceived interactivity of knowledge live streaming platforms can positively affect users’ participation intention. Presence and flow experience are important mediating roles in the relationship between interaction and user participation intention, while group pressure negatively restrained this process. This study provides useful references and guidance for the regulators of knowledge live streaming platforms.
Abstract
This study aims to study the influencing factors of users’ participation intention on knowledge live streaming platforms and to put forward some improvement suggestions for the platform. In this study, we applied the literature method to establish an influencing mechanism model of user participation intention at a knowledge live streaming platform. The influencing factors include perceived interactivity, presence, flow experience, and group pressure. In this study, we observed 323 users from knowledge live streaming platforms and carried out an empirical verification by structural equation model. The high perceived interactivity of knowledge live streaming platforms can positively affect users’ participation intention. Presence and flow experience are important mediating roles in the relationship between interaction and user participation intention, while group pressure negatively restrained this process. This study provides useful references and guidance for the regulators of knowledge live streaming platforms.
참고문헌 (9)
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