Examining the Effect of Social Identity on Continuous Watching Intention

• Main Authors: Pei-Lin Nien, 粘佩琳
• Other Authors: 洪德俊
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/6u2j6m

碩士 === 國立中央大學 === 企業管理學系在職專班 === 107 === The live stream is an emerging network behavior that comes with the popularity of the communications infrastructure. According to research reports, the population who watch the live stream video in Taiwan has grown up from 2017. The live stream is a technology that uses real-time video streaming technology to allow the audience to interact through the Internet. In many types of live stream programs, the most present valuable program is relying on the broadcaster to host specific topics and interacting with the audience or virtual communities. This thesis aims to explore the relationship between the broadcaster and the audience, which factor affects the audience intentions of continuous watching. In the thesis, we designed a questionnaire under four factors of experience: para-social, actual self-congruity, participation, and cognitive communion. The analysis results from 244 participants indicated that the experience of para-social and actual self-congruity of the audience has a positive correlated on broadcaster identity. The audience social behavior also affects the group identity significantlly. That broadcaster and group identity are positively correlated on continuous watching intentions of the audience. Futhermore, only group identity is not affected by cognitive communion. Compare with the male group, the female group's presented differently between the experience of para-social interaction and broadcaster identification. This thesis expects to contribute to the live stream platform to enhance the continuous watching intention by strengthening the identity, such as enhancing the profitability of the live platform.