| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 106 === In recent years, the emerging live broadcasting e-commerce has gradually influenced both brick and mortar store and online shopping store. The live broadcasting platforms have dynamic description of goods, time-bound bidding of products, and provide convenience experience to users. In addition, with the popularization of smart phones, users have relied on mobile entertainment because of richness and immediacy of live broadcasting. Moreover, live broadcasting will have chance to take place of traditional TV. Therefore, the aim of this study is to explore factors influence user’s live broadcasting usage intention.
This study adopts social presence, rich media, use and gratification, innovative theory, and conformity theory to investigate user’s attitude and intention. Participants who have used or have watched the live broadcast platform are as our research targets. Research questionnaires through the Google forms are posted in the Line group and facebook. A total of 209 questionnaires were collected. The collected data were analyzed using the Smart PLS (Partial Least Squares). The model proposed in this study is validated. The empirical results showed that use and gratification as well as conformity have impact on user’s attitude toward live broadcasting. User’s intention is predicted by attitude. However, social presence, media richness, and innovative traits have no significant impact on the attitude of live broadcasting. The research is expected to have insight for live broadcasting platform managers and live hosts.
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