Influence of Entertainment Virtual Anchor Live Broadcast Scene on Fans’ Reward Behavior--A Case Study of Chinese Market
Abstract
Background and Aim: Recently, a new type of anchor has emerged among network anchors: Virtual Anchor. In China, the development of Virtual Anchors is also very rapid. This article studies the impact of entertainment Virtual Anchor live broadcast scene on fans' reward behavior. This article is based on SOR Theory, with the help of Interaction Ritual Chain Theory, Social Presence Theory, Flow Theory, and Identity Theory, and constructs the reward behavior model of the users who have watched the live broadcast of Virtual Anchors.
Materials and Methods: In this paper, a quantitative research design is used to collect data and test the hypothetical model. This survey distributed 550 questionnaires, and finally successfully recovered 507 questionnaires. Quantitative data were analyzed using confirmatory factor analysis, path test, and mediating effect test.
Results: The hypotheses put forward in this study have been confirmed by empirical analysis can be supported, which shows that the structural equation model is appropriate. The mediating effects proposed in this study have been confirmed by empirical analysis and can be supported.
Conclusion: The analysis results demonstrated that the model was successfully fitted to the empirical data across all defined criteria under consideration. After the test, results show that the entertainment Virtual Anchor live broadcast scene will have a positive impact on fans' reward behavior. And also found that flow experience and identity can play a chain mediating variable role between Virtual Anchor live broadcast scene and fans’ reward behavior. Studying the Virtual Anchor industry can promote the development and innovation of the Virtual Anchor industry.
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