Study on the Influencing Factors of Users’ Intention of Participatory Communication Behaviors in Online Game Live Based on VAM and TPB Models

Zixuan  Zhao

doi:10.54691/bcpssh.v18i.963

Authors

Zixuan Zhao

DOI:

https://doi.org/10.54691/bcpssh.v18i.963

Keywords:

online game live, participatory communication behavior, value acceptance model, Theory of Planned Behavior

Abstract

In recent years, online game live rockets to fame, in which case live-broadcasting platforms and network anchors have become increasingly popular, inevitably causing many violations and management chaos while competing for users' attention. Therefore, it has become an important topic of theoretical and practical significance to explore the factors influencing users' behavioral intention to participate in live broadcast games. Based on the theories of VAM and TPB, this study attempts to build a research model of the influencing factors of users' behavioral intention to participate in broadcast games, propose hypotheses and conduct a questionnaire survey. SPSS software was used to conduct correlation analysis and stratified regression analysis on 419 valid samples, mainly young people aged about 24. It turns out that perceived usefulness, perceived enjoyment, subjective norms, and perceived behavioral control significantly and positively affect users' behavioral intention to participate in live broadcast games.

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