Discussion of How Online Streaming Affects the Consumption Willingness of Customers from Different Countries
碩士 === 國立聯合大學 === 經營管理學系碩士班 === 105 === The purpose of this study was to examine users’ online media-streaming preferences and elucidate the effects of playfulness and familiarity on trust, cultural identity, and purchase intention. An online questionnaire was designed for data collection. The study...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2017
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/94619520214841460432 |
| Summary: | 碩士 === 國立聯合大學 === 經營管理學系碩士班 === 105 === The purpose of this study was to examine users’ online media-streaming preferences and elucidate the effects of playfulness and familiarity on trust, cultural identity, and purchase intention. An online questionnaire was designed for data collection. The study findings reveal that playfulness and familiarity positively influenced users’ trust and cultural identity and users’ trust and cultural identity demonstrated a moderating effect.
|
|---|