The study of the Key Factors Affecting Young Audience Selection of Live Webcast

• Main Authors: CHEN, YU-CHEN, 陳昱臻
• Other Authors: LEE, CHIH-MING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/w3x259

碩士 === 東吳大學 === 企業管理學系 === 107 === With the popularity of the Internet and the increase in WiFi bandwidth, more and more people access the Internet through mobile phones, tablets, and computers. In the era of mobile Internet, users could spend trivial time to play games, watch videos, and browse news, etc., in anytime and anywhere. The output value of online video and audio products has grown rapidly. Internet users could make their daily lives into movies and videos, and upload to Internet to share with others. The rise of the live webcast platform (such as: 17 live, Twitch, Facebook, etc.) has also improved economic efficiency of live webcast and created UGC (user generated content) marketing. However, due to the rapid development of live webcast, it has casused intense competition among live broadcast platforms, and the burst of live webcast bubble. Therefore, this study wants to understand what are the key factors for audience to choose a live broadcast platform and the rank of importance of the factors. This study establishes a hierarchy consisting of 5 dimensions and 21 factors by literature review. Then, use AHP to explore the key factors to understand the needs of the audience. The results of the study show that the top two important dimensions are “programs” and “motivation for audience’s use” While the top for key factors are “the need of recreation”, “the acquisition of information”, “usefulness”, and “traits of streamer”. Finally, relevant recommendations are made based on the research results, hoping to provide insights for live webcast platforms to improve their performace and decision-making, so as to increase user’s satisfaction.