| Summary: | 碩士 === 國立交通大學 === 管理學院經營管理學程 === 104 === Internet the emergence and development, in particular the WWW, resulting in a majority of consumers and manufacturers in the global market, the rise of the webcast, leaving all other Internet users can also become a marketing initiative provider. Broadcast network, originally developed by the variety of activities such as sports competitions, rallies and the like broadcast network began to develop, and gradually evolved a special live gaming sites, large number of visitors during the tournament cumulative breakthrough of millions, and in peacetime each live under the main business, the cumulative number of permanent viewing also tens of thousands of e-sports can be seen in a considerable number of viewers, so business opportunities worth knowing.
In this study, a combination of scientific and technological readiness and technology acceptance model for this study to explore the subject of a live game site. To understand what factors will be included when the user uses these websites considerations, this study found that the live content, live primary perception connotation will positively affect the loyalty of the audience, live visual quality does not affect the main audience loyalty degree, live main communication quality will positively affect the loyalty of the audience, live platform equipment will positively affect the quality of audience loyalty platform provides social interaction instruction will positively affect the quality of audience loyalty. Based on the results of data analysis, this study proposes a number of management recommendations.
|
|---|
