A Cross Level Research of Continuous Watching Intention in Online Iive Streaming

• Main Authors: Shih-Ha Liou, 劉適豪
• Other Authors: Tzu-En Lu
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ghnasp

碩士 === 健行科技大學 === 國際企業經營系碩士班 === 106 === In recent years, the emergence of live webcasting has created a new fever in the Internet. Different from the previous social media, the live webcasting can bring a better sense of presence to viewers, namely the interaction in a more real-time sense. Nowadays, the information is acquired not just from television but mainly from the Internet by most people. In addition to live webcasting through computers, the live webcasting using frequency by live-broadcasters can also be relatively increased through the smartphones that can be carried around conveniently. Therefore, many people start to establish their own live webcasting programs and use live webcasting to make profits. This study mainly explores the influence of self-expression, self-disclosure, self-efficacy, stickiness and continuous watching intention and explores the influence of attractiveness of broadcaster, price sensitivity and product knowledge on stickiness respectively from the two levels of audience group and live webcasting platform to further understand the influence relationship between stickiness and continuous watching intention. The questionnaire survey is used to analyze the results. There are 700 questionnaires issued and 597 valid questionnaires collected totally, achieving a valid questionnaire response rate of 85.28%. The study results are shown as follows: 1. Self-expression, self-disclosure and self-efficacy all have a significant positive influence on stickiness. 2. Stickiness has a significant positive influence on continuous watching intention. 3. Price sensitivity has a moderating effect on self-expression and stickiness. 4. Product knowledge has a moderating effect on self-expression, self-disclosure, self-efficacy and stickiness respectively. 5. Attractiveness of broadcaster has a moderating effect on self-expression, self-disclosure, self-efficacy and stickiness respectively.