| Summary: | 碩士 === 國立臺灣藝術大學 === 廣播電視學系碩士班廣播電視組 === 106 === With the rapid spread of smartphones, 4G technology, Wi-Fi and wireless broadband, Internet users can browse wide-ranging contents including texts, audio and video from every websites at anytime anywhere, thus stimulating the live stream industry. Different from traditional media, audience of live stream platform experience real-time interaction. This type of user-centered live stream platform is mainly based on the live homegrown program. For example, sharing one’s talent show, daily anecdotes, personal feelings, etc. Meanwhile, the fan netizens can also contact and snoop through the live stream platform, participating with the live stream video through real-time interacting to the current live stream content. Obviously, the media habit is very different from traditional media.
This study provides an in-depth understanding of the reasons for the rise of the Internet-based live stream industry in Taiwan and the development of its business model. Besides, in-depth interviews and focus group methods were used to analyze the usage of live streamers and audiences including the presenter’s perception and user views of audience. Moreover, related data and resources analysis of live stream platform in Taiwan.
The business model of live steam platform in Taiwan could be mainly divided into: (1) reward and sponsorship (2) brand cooperation and advertising (3) integrated marketing and technology (4) e-commerce and shopping guide. In addition, according to the motivations of consumer behaviors for gifting and rewarding live streamers, it was found that the main consumer motivations can be divided into: emotional consumption, resonant consumption, eventual consumption, and functional consumption.
According to observation, the operators of webcast platform in Taiwan have not yet figured out a stable mode of operation and profitability. To thrive on the live stream industry, apart from managing live streamers from the platforms, the content of the live videos is utmost importance for the industry. For example, develop a brand new industrial business model that will hopefully find a clearer position and create a competitive advantage.
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