| Summary: | 碩士 === 中國文化大學 === 企業實務管理數位碩士在職專班 === 105 === Facebook, one of the fastest growing and the most utilize online social media and social networking services, has become one of the most equitable online program or App for smart technology devices, which assisted Facebook users all around the world to communicate without any concerns of their geographical or time difference in mind. Its intuitive features and creative functions achieves the needs for the demand of contemporary world.
Since Facebook’s sociability advantages, entertainment ability, and the characteristics of interactive online multimedia platform, these three phases have driven the multibillion users of social network service provider to procreate the self-broadcasting tool that suit the desire of more vibrant yet user friendly features for its massive users.
This thesis has focused on the three essentials that motivates the users to use the live platform into their daily instant social interaction practices. These three elements are ‘sociability’, ‘entertainment’, ‘and interactive online media` platform’. By using consumer flow behavior, this paper has analyzed and examined how these three phases of concept impact the user significantly to utilize Facebook live platform into their typical living hood practices. This study has conducted online survey to various Facebook users through Google forms. Within the received 272 valid survey, these collective information shares the common denominator that the ‘sociability’, ‘entertainment’, ‘and interactive online media platform’ has influenced deeply into the consumer flew behavior among the Facebook users reached.
Consequently, as the result of this research discovered, is enable to provide valuable referential online marketing resources for multimedia advertisement firms to evaluate all the required budgeting and operational side related strategical engagements. Furthermore, how to utilize this beneficial marketing advantage within this globally used instant social network service platform to enhance the effect that the marketing firm’s ultimately wish to maximize towards their E-commerce approaches. As the reproduction of this effect, this research paper also able to assist by given future research a solid fundamental ground work of how self-broadcasting tool in Facebook and flew behavior could profoundly apply and achieve into the further studies academically as well as in commercial fields.
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