| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-15页 |
| Chapter 1 Introduction | 第15-18页 |
| 1.1 Research Background | 第15页 |
| 1.2 The Content of the Study and Innovations | 第15-16页 |
| 1.3 Methodology | 第16-18页 |
| Chapter 2 Literature Review | 第18-35页 |
| 2.1 Live Stream | 第18-19页 |
| 2.1.1 The Concept of Online Live Streaming | 第18页 |
| 2.1.2 The Classification of Online Live Streaming | 第18-19页 |
| 2.2 User Stickiness | 第19-25页 |
| 2.2.1 The Definition of User Stickiness | 第19-21页 |
| 2.2.2 The Measurement of User stickiness | 第21-22页 |
| 2.2.3 Theoretical Models Related to User stickiness | 第22-25页 |
| 2.3 User Experience | 第25-31页 |
| 2.3.1 The Definition of User Experience | 第25页 |
| 2.3.2 Studies on the Elements of User Experience | 第25-30页 |
| 2.3.3 The Influence of User Experience on Users’ Intention to Use | 第30-31页 |
| 2.4 Marketing Theory of 4Vs | 第31-35页 |
| Chapter 3 Case Description | 第35-40页 |
| 3.1 An Introduction to the D Live Platform | 第35-37页 |
| 3.2 An Introduction to the Users | 第37页 |
| 3.3 The Status of Operation | 第37-40页 |
| Chapter 4 Case Analysis | 第40-67页 |
| 4.1 Interviews with Users | 第40-42页 |
| 4.2 Questionnaire Survey | 第42-50页 |
| 4.2.1 Questionnaire Design | 第42-43页 |
| 4.2.2 The Distribution and Collection of Questionnaires | 第43页 |
| 4.2.3 A Basic Analysis of the Samples(see in Figure 4-2) | 第43页 |
| 4.2.4 Reliability and Validity Analysis | 第43-44页 |
| 4.2.5 An Analysis of the Questionnaire Result | 第44-50页 |
| 4.3 A Summary of the Survey about User Experience | 第50-53页 |
| 4.4 Competitive Analysis | 第53-64页 |
| 4.4.1 An Overview of the Industry | 第53-55页 |
| 4.4.2 An Analysis of the Features of Competitive Products | 第55-64页 |
| 4.5 Summary | 第64-67页 |
| Chapter 5 Suggestions | 第67-74页 |
| 5.1 To Build the Features of the Platform | 第68页 |
| 5.2 To Increase Live Streaming Types and Improve the Playful Effect | 第68-70页 |
| 5.3 To Strengthen Interactive Functions in Broadcast Rooms | 第70-71页 |
| 5.4 To Establish Communities with a Common Interest and Communities on Campus | 第71-72页 |
| 5.5 To Regularly Hold Activities to Foster the user stickiness | 第72-74页 |
| Chapter 6 Conclusion | 第74-82页 |
| 6.1 Conclusion | 第74-81页 |
| 6.2 Shortages and Expectations | 第81-82页 |
| Reference | 第82-85页 |
| Appendix | 第85-86页 |
