大学生抖音直播体验及其影响因素分析
Research on College Students’ TikTok Live Streaming Experience and Its Influencing Factors

近年来，网络直播赛道呈火爆之势，人们逐渐形成了观看抖音直播的习惯，其用户规模不断壮大。本文采用粗糙集的简约算法，通过python的数据编程和0-1归一化分析，实现可视化界面，以此对大学生使用抖音的情况进行分析。本次数据分析主要针对用户对抖音app的忠诚度，以及对于观看抖音直播的影响程度，找出与之有强相关联性的变量因素，并得出结论：1) “是否只有抖音一个直播app”与“是否驻足过抖音直播间”强相关；2) 直播间氛围、直播内容、直播是否有内容有价值、弹幕交流是否友好4个价值取向因素对抖音直播有显著影响。最后根据结论提出切实可行的意见，即增加抖音app使用率、提升抖音直播间内在价值。
In recent years, the network live broadcast track is popular, and people gradually form the habit of watching TikTok live broadcast, and its user scale is growing continuously. The text adopts the parsimonious algorithm of rough set, and realizes the visual interface through python data programming and 0-1 normalization analysis, so as to analyze the use of TikTok by college students. This data analysis focuses on users’ loyalty to the TikTok app and the degree of influence on watching TikTok live broadcasts, identifies variable factors with strong correlations, and concludes that 1) “whether there is only one live broadcasting app for TikTok” is strongly correlated with “whether one has ever stopped at a TikTok live broadcasting room”; 2) four value orientation factors: live broadcasting room atmosphere, live broadcasting content, whether live broadcasts have valuable content, and whether live broadcasts are friendly, have a significant impact on TikTok live streaming. Finally, according to the conclusion, practical advice is proposed, for example, methods to increase the utilization rate of TikTok app and enhance the intrinsic value of TikTok Live Streaming.