The Study of User`s Intentions to Participate in Internet Live Stream

• Main Authors: Kuo, Hsi-Wen, 郭席文
• Other Authors: Shen, Chung-Chi
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/86pjcv

碩士 === 國立嘉義大學 === 管院碩士在職專班 === 106 === Due to the popularity of smart phones and the development of mobile networks, the trend of Internet Live Stream has been created. The special era products of ‘Internet Celebrity’ are all generated by the Internet Live Stream. The streamer, live-broadcasting platform, and the audience have a common existence and influence each other. With a good live-broadcasting platform, you have excellent streamer and you can attract a large number of streamers; with the support of streamers, the live-broadcasting platform can operate smoothly and retain excellent streamer. At present, companies are most interested in ‘e-commerce + Internet Live Stream,’ because they have noticed the high number of unique visitor, business opportunities thus emerged.The streamers and audiences are the main characters in the Internet Live Stream. How the streamer attracts he audience, and what factors the audience needs to participate is the subject of this study. This study uses the satisfaction theory as its basic structure, adding four variables including humor, flow experience, interaction, and entertainment. Explore the influence of attitude on participation intention in order to develop into the framework of this study.The results showed that only the impact on the attitudes and sense of humor does not get support, but flow experience, interaction, entertainment and attitude will be a positive influence, which in turn affects the willingness to participate. Finally, it is expected that the results of this study can provide practical suggestions for Internet Live Stream of streamers and website operators, as well as references for academic research.