| Summary: | 碩士 === 國立體育大學 === 國際體育事務碩士學位學程 === 105 === The explosive growth of social media makes online live streaming platform getting more popular. The researcher found that more and more people watch sports games via online live streaming platform. To help online live streaming platforms provide better service, the managers need to understand what attributes attract online viewers most when watching sports games. In order to achieve the purpose, this study was conducted in three steps: Step1, acquiring from various literatures and interviewing 5 online live streaming managers to find online viewers preferences, such as the content of sport games, the style of anchor, the multi-angles of shooting, the quality of video and fees; Step2, utilizing the statistics methodology of the Conjoint Analysis to construct the “Cards”, which is then applied in the final questionnaire; Step3, applying cluster analysis to obtain three clusters and separating preferences from utility value of compositions. The results show that “Content” and “Quality of videos” are indispensable attributes. These findings constituted a critical consulting framework for online live streaming platform managers in making product development decisions.
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