用户打赏心理因素及心理过程分析

Analysis of Psychological Factors and Processes in User Tipping

摘要: 根据艾瑞咨询的数据分析，自2015年以来，中国直播打赏市场的规模持续扩大，并预计至2025年将超过4000亿元人民币，显示出其市场潜力的显著性。本研究旨在通过质性研究方法，深入探讨用户进行直播打赏行为的动机及其背后的心理过程。本研究采用一对一深度访谈的形式，针对具有直播打赏经验的用户进行了访谈，收集了关于影响打赏行为因素的一手资料。随后，利用主题分析法对访谈资料进行了质性分析，旨在揭示用户打赏行为的心理动机及其行为模式。在传播学理论的基础上，结合心理学理论，本研究进一步归纳了使用与满足理论在解释直播用户打赏行为中的应用。该理论认为，用户基于个人需求选择观看直播内容，当这些需求得到满足时，用户更有可能进行打赏。因此，用户的需求满足程度是影响其打赏行为的关键因素。本研究的发现为理解直播打赏行为提供了理论支持，并为直播行业的用户行为分析提供了新的视角。

Abstract: According to data analysis by iResearch Consulting, the scale of China’s live streaming tipping market has continued to expand since 2015, and it is expected to exceed 400 billion yuan by 2025, demonstrating the significance of its market potential. This study aims to explore in depth the motivations and psychological processes behind users engaging in live streaming tipping behavior through qualitative research methods. This study used a one-on-one in-depth interview format to conduct interviews with users with experience in live streaming tipping, and collected first-hand information on factors affecting tipping behavior. Subsequently, a qualitative analysis of the interview data was conducted using thematic analysis, aiming to reveal the psychological motivations and behavioral patterns of user tipping behavior. On the basis of communication theory and combined with psychological theory, this study further summarizes the application of the use and satisfaction theory in explaining the tipping behavior of live streaming users. This theory suggests that users choose to watch live streaming content based on their personal needs, and when these needs are met, they are more likely to reward. Therefore, the degree of satisfaction with user needs is a key factor affecting their tipping behavior. The findings of this study provide theoretical support for understanding live streaming tipping behavior and offer a new perspective for analyzing user behavior in the live streaming industry.