| Summary: | 碩士 === 東吳大學 === 資訊管理學系 === 106 === With the rise of the webcast, one-sided communication of media has changed. Online streaming adds more utilitarian, telepresence, interactivity, and immediacy to business behavior. Businesses create greater business value through the content of online streaming and the attraction of internet celebrity, while internet celebrities also improve visibility through endorsement of goods. Thus, online streaming becomes a popular method of internet marketing.
The study will focus on the customer stickiness of the webcast to find out what factors affect the users to stick on the online streaming of specific internet celebrity. The factors of customer stickiness are divided into two major dimensions; one is streaming content, and the other is the attraction of internet celebrity. Streaming content includes utilitarian, telepresence and immediacy. The attraction of internet celebrity includes interactivity likability, appearance and reputation. The Commitment-Trust Theory is put into the study to make an approach to customer stickiness.
The research has taken back 631 copies of questionnaire. The appearance turned out to be distinguished from styling. The research verified that appearance has negative influences on trust, reputation has no significant influence on commitment and trust, and other factors have positive influences on commitment and trust. According to the result of our analysis, we hope to it can contribute to academic and practice. Furthermore, the result can be taken as a reference for internet celebrities when doing online streaming, and so can the enterprises.
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