直播管理、弹幕互动与用户付费打赏--基于781段直播样本的经验证据  

Webcast Management,Barrage Interaction and Users'Pay Reward:Based on the Empirical Evidence of 781 Live Streaming Sample

作　　者：赵兴庐 张婧 Zhao Xinglu;Zhang Jing

机构地区：[1]广东金融学院工商管理学院,广州510521

出　　处：《复印报刊资料（市场营销）》2022年第6期60-68,共9页

基　　金：国家自然科学基金青年项目(41801213);教育部人文社会科学研究青年项目(17YJC630227);广东省哲学社会科学"十二五"规划学科共建项目(GD14XGI29);广东省普通高校人文社科重点研究基地项目(2018WZJD007)。

摘　　要：基于781段直播数据样本,讨论直播管理和弹幕互动对用户付费打赏的影响。研究发现:直播时长与付费打赏呈倒"U"形影响关系,但粉丝数量多的主播可以削弱其下降趋势;直播连续程度和时间稳定性提高付费礼物占比;晚上场的付费打赏最多,凌晨场的直播效果不如中午场和下午场;弹幕互动的广度和深度均能提升用户打赏,但前者的强度优于后者;直播间的贵宾数量越多,弹幕互动越热烈且付费打赏越多。上述结论为平台管理者规范引导主播的直播行为和直播内容创业者优化直播内容提供了理论参考和经验证据。Based on the data of 781 segments of live streaming on Douyu platform,the impact of live broadcast management and barrage screen interaction efforts on user payment rewards is discussed.The following empirical conclusions are drawn:There is an inverted U-shaped relationship between the duration of live streaming and paid rewards,but anchors with large number of base fans can weaken the downward trend.Continuous degree and time stability of the live broadcast increased the proportion of paid gilts,but had a negative impact on the total amount of paid gifts.The evening show is the most rewarding time,but the effect of the midnight show was not as good as the noon show and the afternoon show.Both the breadth and depth of the interaction of the barrage screen can improve the reward,but the intensity of the former is better than the latter.The number of VIPs in the broadcast room affects the paid reward by increasing the intensity of barrage screen interaction and the number of new fans.The above conclusions provide theoretical guidance and empirical evidence for platform managers to regulate live broadcast behavior and anchor entrepreneurs to optimize their content production.

关 键 词：主播 直播内容 打赏 下降趋势 弹幕 数据样本 付费 规范引导 

分 类 号：G206[文化科学—传播学] F724.6[经济管理—产业经济]