| Summary: | 碩士 === 國立中正大學 === 電訊傳播研究所 === 100 === Internet live video broadcast platform is a new internet media platform. It allows User to show self-related video data live to the audience. With the particularity of its instant interaction, the Information presentation is different from Youtube or blogs and other Internet media that previous studies focused on. And the number of Chinese users on Justin TV grows up continuously in the past two years. There is less research for this emerging platform in the past. This study attempts to understand the behavior of the user on Justin TV by emplying both qualitative and quantitative methods.
A modified model was adopted from Post-Acceptance Model to explore the continued use intention of Justin TV users. For the qualitative part, this study used the Spectacle/ Performance Paradigm and the Dramaturgical Theory to analyze the process of self-performances of the users on this platform. The Carnival Theory was also used to investigate the atmosphere of the popular channels in this platform. Finally, this study also tried to compare Justin TV with Youtube.
Totally 825 users were surveyed through the Internet in this study. The results showed that most users are students, who spend more time on Internet than average Internet users. Video games and entertainment channels are the most frequently used channels. Besides, male users spend more time than female uses. The study found that all the independent variables will affect the intention of continued use. Satisfaction was the most powerful independent variable, followed by Confrimation, Perceived Usefulness, and Perceived Playfulness.
Six broadcasters were interviewed to collect the qualitative data., The result showed that the broadcaster will create a self-image with the sense of humor, in order to obtain the support of the audience. Broadcasters will also keep their personal privacy in order to avoid harassment. The content of the plateform are co-produce by the Broadcaster and the audience. They collectively shaped the funny and vulgar atmosphere in the channels. When compare with Youtube , there are more Interactive and uncertainty between broadcaster and audience.
Keywords: internet live video broadcasting platform, Justin TV, Post-Acceptance Model, self-presentation, Carnival Theory
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