| Summary: | 碩士 === 國立臺北商業大學 === 企業管理系研究所 === 107 === This study is intended to provide a holistic look at the factors affecting user's view of live broadcasting platform by the use of technology acceptance model. This study adopted the questionnaire survey method, which was applied to the study subject- user who watched the live broadcast platform. It was expected that 300 questionnaires would be sent out and 277 valid questionnaires were collected. The effective recovery rate is 92.33%. This study applied statistical analysis methods, namely descriptive statistics, variance analysis, correlation analysis and regression analysis.
The main findings are as follows: (1) Concerning background variables, there is a significant difference in continuous use behavior among different ages; (2) with regard to relevant analysis, recognition, usefulness, satisfaction and continuous use behavior demonstrate a significantly positive correlation; (3) regarding regression analysis, the higher the degree of recognition is, the more elevated the level of perceived usefulness will be; so will be the degree of satisfaction; higher user’s perceived usefulness incurs higher degree of satisfaction; user’s perceived usefulness is then translated into continuous use behavior; more user satisfaction is transformed into continuous use behavior.
The conclusion of the study is that the degree of recognition, perceived usefulness, and satisfaction positively affect continuous use behavior. As an increasing number of live broadcasting platforms emerge in such a competitive space on the Internet, service providers and streamers have to keep a close eye on how to grasp the attention of users, how to create more innovative elements in their scope of services and how to smoothen and streamline the user interaction and communication.
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