The Research on Continuing to Use the Live Streaming Platform by Using the Stickiness and UTAUT

• Main Authors: CHANG, YOU-YUAN, 張祐源
• Other Authors: YANG, FONG-JHAO
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7jn29n

碩士 === 大葉大學 === 資訊管理學系碩士班 === 107 === Because the development of hand-held device is mature, we have gone into an era where everyone has one or more devices. And the convenience, entertainment and interaction have caused the rise of live broadcasting platform, whose boom has led to fierce competition in the industry. The business now faces the challenge of how to maintain its users. Therefore, this study will discuss whether stickiness and UTAUT have an impact on users’ consistent use of the live platform. This study uses UTAUT as research model and uses questionnaire to discuss whether performance expectation, effort expectation, community influence, improvement condition, and Stickiness of live broadcasting platform have an impact on users’ consistent use of the platform. We also discuss how it will influence the users’ decision to follow via variables such as age, sex, willingness. The results show that performance expectation, effort expectation, social influence and stickiness will influence user’s willingness to use the live broadcasting platform. In addition to the effects of age, gender, expectation, and willingness adjustment of variables, in addition to efforts to expect that the willingness to pay will be affected by age adjustment and the influence of the community will be subject to willingness adjustment, the rest of the adjustment will not be established. Keywords: Stickiness, Live Platform, UTAUT