关键词: 泛知识直播, 知识采纳, 持续参与, 多重沟通, 多模态展示

Abstract: [Purpose/Significance] As Internet users grow aesthetically fatigued with pan-entertainment videos, in the era of universal science popularization, pan-knowledge live streaming has gradually emerged as a new opportunity and growth point for various social media platforms. Exploring the interactive features in pan-knowledge live streaming and their impact on users' knowledge adoption and willingness to sustained participation can help promote the healthy development of live streaming-related industries and enhance the social coverage of knowledge. [Design/Methodology] This paper built a research model of users' knowledge adoption and continuous participation willingness based on the Means-End Chain（MEC）framework. The mobile experience sampling method was used to track the immediate response data of 55 live streaming users who utilized live streaming to acquire and adopt knowledge over 10 days. The model was validated using PLS-SEM, supplemented by semi-structured interviews to obtain key descriptions of events. [Findings/Conclusion] The findings uncover a double-edged effects of multicommunication and multimodal display in pan-knowledge live streaming, which impact users' knowledge adoption and willingness to sustained participation through both positive way（para-social interactions and vicarious learning）and negative way（fear of missing out and information hoarding）. Additionally, the knowledge adoption partially mediates the relationship between vicarious learning and continuous engagement intention, while also fully mediating the relationship between information hoarding and continuous engagement intention. [Originality/Value] These findings provides useful references for promoting knowledge popularization among the public in live streaming, as well as enrich the theoretical and practical implications of user knowledge adoption and engagement behaviors.

Keywords: Pan-knowledge live streaming, Knowledge adoption, Continuous engagement, Multicommunication, Multimodal display