earticle

영어

The purpose of this study is to analyze the influence of Chinese Shandong opera webcast on audience acceptance behavior in terms of use and artistic characteristics, and to verify the expansion mode of adding the performance attribute and cultural attribute of artistic products to the theory of technological acceptance behavior. this paper analyzes the structural relationship between the variables in the public choice of Shandong opera under the new communication mode of "webcast". In this study, in order to test the relationship between Shandong opera webcast and audience acceptance behavior, on the basis of combing and summarizing the characteristics of webcast, the personal characteristics of "anchor" are added as external variables. In this study, two online questionnaires were conducted, the first questionnaire was conducted to test the influence of various variables on receptive behavior, and the second questionnaire was conducted on the basis of revising the results of the first survey. to investigate whether public perception affected by external factors is associated with receptive behavior. The results show that the basic elements of technology acceptance behavior theory, perceived ease of use and perceived usefulness, have a positive (+) influence on the public acceptance behavior of live broadcast of Shandong opera network. Among the external variables, the use characteristics of webcast platform (interaction, convenience, security) and the personal characteristics of Shandong opera "anchor" (professionalism, attractiveness, popularity) have a positive (+) influence on perceived ease of use and perceived usefulness, which reflects the unique combination of technology and art of Shandong opera webcast. In addition, under the influence of the public's determination of the existing viewing behavior, the possibility of actual viewing and sharing is greatly increased in the future. The scope of this study covers the practical application fields such as webcast operation, Shandong opera performance, public acceptance of art products, etc., enriches the relevant research, and enhances the public's understanding and attention to the traditional art webcast. An effective plan is put forward to expand the audience.