The Uses and Gratifications for Live Streaming Platform: A Case Study of Twitch.tv

• Main Authors: Chen, Jun-Yi, 陳君毅
• Other Authors: Liu, Li-Hsing
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/99478451228689900281

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 104 === Thanks to new technological advances, everyone can broadcast through the personal devices and Internet. As such, more and more live streaming platforms rise, for example, there are RC show, LIVEHouse.in, Camerabay.tv. The live streaming platforms, meeting the audiences’ demands of development of new technology, on the other hand, it broadens the research field of communication. The business model of live streaming platforms still focus on advertisement. Knowing the audience and getting more audiences are the priority. In this study, we set out with Uses and Gratifications theory and to be aimed at Twitch.tv audiences. The data collection for this study is survey questionnaire, a total of 613 valid questionnaires were recovered. The collected data were analyzed by statistical methods, including Descriptive Statistics, the Independent sample t-test, Pearson’s correlation, One-Way ANOVA and chi-squared test .The major findings are as follows: 1. The motives and gratifications of audiences of Twitch.tv are positive correlation. The motives are more stronger, the gratifications are more stronger, too. 2.Between the different ages, education and jobs of audiences, the use behavior are significantly difference. 3. Different age of audiences, the social and entertainment/kill time are significantly difference. And different education of audiences, the entertainment/kill time is significantly difference. 4.The “Information need” is the strongest motives and gratifications, too.