| Summary: | 碩士 === 長庚大學 === 商管專業學院 === 104 === Twitch is a live streaming video platform. It allows users to show self-related video live to the audience. The instant interaction of Twitch is higher than other video platforms. The new style of broadcast influences the game industry and the development of electronic sports. In recent years, there are more and more customers using Twitch, which showed that not only new customers but also old customers. How to make the customers keep using the services and understand their continuance intention are considered to be a strategy for development of a company. Since live streaming video platform in Taiwan is still in its early stage of development, few of relevant researches exist in the field. This study aims to explore customers’ continuance usage in Twitch, and tries to use a model of continuance with perceived playfulness to make an exploratory study.
The responses from 355 service providers through the Internet in this study were used for regression analyses. Analytical results indicated that users’ extent of confirmation is positively associated with their perceived usefulness, perceived playfulness and satisfaction of Twitch; users’ perceived usefulness of Twitch is positively associated with their satisfaction and continuance intension; users’ perceived playfulness of Twitch is positively associated with their satisfaction and continuance intention; users’ satisfaction with Twitch is positively associated with their continuance intention. Besides, the study found that perceived usefulness was the most powerful independent variable.
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