A Study on Behavior Intention to Use Live Streaming Video Platform

• Main Authors: Chao-Hsiang Yang, 楊朝翔
• Other Authors: 何建達
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/83413886036690876341

碩士 === 國立中興大學 === 科技管理研究所 === 104 === Due to the high penetration of internet and well-developed technology in current Taiwan, it’s enough to provide greater bandwidth and faster network. It makes users use the internet easier and save time. Some application platforms applied on computer or entertainment device is necessary of enough bandwidth and live streaming video platform is one of them. It mainly presents in a way to broadcast the scene of user’s game screen or user performing video and allows viewers discuss with the user. In addition to use on the PC, it is now available on the PlayStation 4 and Xbox One. The number of users has rapidly increased in recent years. Previous studies tend to focus on video-sharing website such as YouTube. There is few researches for a live streaming video platform. Therefore, this study attempts to explore user behavior intention on live streaming video platform by questionnaire method. The study sample consists of 281 respondents with using online questionnaires to collect data. It is based on Technology Acceptance Model (TAM) which is proposed by Davis (1989). We add user interface design, perceived interaction and perceived playfulness to establish research framework. The result will provide new understanding of user’s intention to use live streaming video platform and make researchers for further research in this field in the future.