Influence of characteristics and incentive types of webcast on users' attitudes

The novel coronavirus pneumonia brings new opportunities for the webcast. The characteristics of webcast and incentive types are two important potential variables that may affect user attitudes. Therefore, from this perspective, we test the mechanism of the two potential variables on the attitude of webcast users under the framework of ECM-ISC. Structural equation model analysis shows that: the interest of webcast has a significant positive impact on the cognitive attitude and emotional attitude of users; the explicit stimulation of webcast has a significant positive impact on the cognitive attitude and emotional attitude of users; the implicit incentive of webcast has a significant positive impact. The results show significant positive effects on users' cognitive attitude, emotional attitude, and behavior attitude; the interaction of live network characteristics and incentive types has a significant positive impact on users' cognitive attitude and emotional attitude.