Applying the Uses and Gratifications Theory, the Theory of Planned Behavior and Flow Theory to Explain Users’ Continuance Intention toward Twitch

• Main Authors: LEE, TSZ-YAN, 李芷欣
• Other Authors: HSU,CHIA-LIN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/71925850188204694290

碩士 === 中國文化大學 === 國際企業管理學系 === 105 === The purpose of this study is to apply the uses and gratifications theory (U&G), the theory of planned behavior (TPB), flow theory and satisfaction to explain factors that affecting users’ continuance intention toward Twitch. Furthermore, the subjects of this study are Twitch users and a web-based questionnaire is used to collect data through the convenient sampling. Descriptive statistics and reliability analysis are conducted via SPSS and confirmatory factor analysis and structural equation model are conduct-ed via AMOS, with 429 valid questionnaires returned. The results show that enter-tainment of the U&G significantly and positively affects users’ satisfaction. The atti-tude of TPB significantly and positively affects users’ satisfaction and continuance in-tention. Besides, users’ satisfaction significantly and positively affects continuance intention. Flow experience also significantly and positively affects users’ satisfaction and continuance intention. Finally, based on these findings, managerial implications, limitations, and directions for future research are also highlighted in this paper.