Purpose/SignificanceWith the development and popularization of Mobile Internet, as a new business model, live video broadcasting platform has become a hot research field of Internet economy and culture . However, most of the live video broadcasting platforms have problems such as low content differentiation and low audience retention. How to maintain the high stickiness of users has become a top priority for the sustainable development of live video broadcasting platforms.

Design/MethodologyTaking the audience of the online video live broadcast platform as the research object, from the perspective of satisfying the needs of the audience of the online video live broadcast platform, a model of the impact of the audience's needs on the willingness to continue watching behaviors was constructed, and the model and assumptions were analyzed and verified through structural equations.

Findings/ConclusionThe results about live video broadcasting platform show that : the satisfied cognitive needs of the audience significantly positively affect their perceived usefulness; the satisfied cognitive needs, personal integrative needs, social integrative needs and tension release needs of audience have significant positive effects on their satisfaction; the audience perceived usefulness and the audience satisfaction have significant positive impact on their behavioral intention to continue watching; the audience perceived usefulness partially mediates the influence of the satisfied cognitive needs on the behavioral intention to continue watching; audience satisfaction partially mediates the impact of the satisfied cognitive needs, personal integrative needs, social integrative needs and tension release needs on the behavioral intention to continue watching. The above research conclusions can provide theoretical basis and reference for marketing strategy formulation and management strategy optimization of live broadcast platforms.