| Summary: | 碩士 === 正修科技大學 === 資訊管理研究所 === 107 === Because of the rapid development of Internet technology, people no longer need to face-to-face communication. With the development of technology and the civilianization of products, people almost have computers or smart phones. It provides a different way of media interaction.
The live streaming is an act of directly broadcasting the actual situation through the audio-visual media for others to watch. Watching the live webcast has become one of the main entertainment ways of Taiwanese society. Various live webcast platforms have emerged rapidly. This study investigated the game type of live based on the spokesperson effects theory proposed by Ohanian (1991), integrated the interactive features of game webcast, and then identified seven factors that will influence on the players’ willingness to watch, including attractiveness, reliability, professionalism, interactivity, recognition, identity, pleasure and popularity. This study aims at understanding the impact of game streamer traits on the players’ willingness to watch game webcast.
In this study, the questionnaire survey method was used to study the live audience of the game. A total of 587 valid questionnaires were collected. The collected samples were analyzed by Smart PLS 2.0 statistical software. The results showed the relationships of identified seven factors and each factor has a significant positive impact on the willingness to watch. Theoretical contributions and practical implications are also discussed providing several suggestions for game streamers.
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