服务环境
透视图(图形)
广播(网络)
社会化媒体
事件(粒子物理)
广告
社会学
心理学
计算机科学
业务
万维网
营销
计算机网络
物理
量子力学
人工智能
服务(商务)
作者
Cong Cao,Jinyang Zhou,Xuanwu Zhang
标识
DOI:10.1080/10447318.2024.2434769
摘要
Nowadays, platforms like Douyin attract large audiences during major sports events. In this study, with the aim of enhancing audience satisfaction in livestreaming media environments, we applied social servicescape theory to a livestreaming media environment and used a mixed-methods approach to understand why audiences choose to watch sports events on new media. We developed a theoretical model of audience satisfaction to examine sports event broadcasts on short video platforms. Following 24 semi-structured interviews, we conducted a quantitative survey of 490 participants. The results showed that user interaction and similarity are crucial factors influencing audience members' choice of livestreaming and that the social attributes and interactive features of livestreaming enhance their sense of immersion, belonging, and nostalgia. Moreover, interactivity and similarity positively impact these emotional experiences, significantly boosting audience satisfaction. This research expands the theoretical understanding of online interactions and offers new insights for designing engaging livestreaming platforms.
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