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...

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Bibliographic Details
Main Authors:	LIN,PO-YU, 林伯禹
Other Authors:	WU,JYH-JENG
Format:	Others
Language:	en_US
Published:	2017
Online Access:	http://ndltd.ncl.edu.tw/handle/94619520214841460432

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spelling	ndltd-TW-105NUUM04570032017-04-16T04:35:15Z http://ndltd.ncl.edu.tw/handle/94619520214841460432 Discussion of How Online Streaming Affects the Consumption Willingness of Customers from Different Countries 探討線上串流對不同國家消費者的購買意願之影響 LIN,PO-YU 林伯禹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. WU,JYH-JENG 吳志正 2017 學位論文 ; thesis 52 en_US
collection	NDLTD
language	en_US
format	Others
sources	NDLTD
description	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.
author2	WU,JYH-JENG
author_facet	WU,JYH-JENG LIN,PO-YU 林伯禹
author	LIN,PO-YU 林伯禹
spellingShingle	LIN,PO-YU 林伯禹 Discussion of How Online Streaming Affects the Consumption Willingness of Customers from Different Countries
author_sort	LIN,PO-YU
title	Discussion of How Online Streaming Affects the Consumption Willingness of Customers from Different Countries
title_short	Discussion of How Online Streaming Affects the Consumption Willingness of Customers from Different Countries
title_full	Discussion of How Online Streaming Affects the Consumption Willingness of Customers from Different Countries
title_fullStr	Discussion of How Online Streaming Affects the Consumption Willingness of Customers from Different Countries
title_full_unstemmed	Discussion of How Online Streaming Affects the Consumption Willingness of Customers from Different Countries
title_sort	discussion of how online streaming affects the consumption willingness of customers from different countries
publishDate	2017
url	http://ndltd.ncl.edu.tw/handle/94619520214841460432
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Discussion of How Online Streaming Affects the Consumption Willingness of Customers from Different Countries

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