| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 104 === In the network now booming, many related industries are coming out one after another, like Livestreams. The influence between livestream broadcasters and online game players is important, but it had rarely been investigate. Therefore, this research investigate the influence between livestream broadcasters’ personality and online game players’ loyalty, satisfaction, involvement.
This research uses questionnaire survey to investigate of the online game players. I use the independent t test to investigate the difference of personality, loyalty, satisfaction, involvement between game players with different gender. Then use correlation analysis to analysis of the correlation not only between livestream broadcasters’ personality and the loyalty, satisfaction, involvement of online game players’, but also between involvement, loyalty, and satisfaction of online game players’. After that, I use ANOVA analysis to indicate that whether livestream broadcasters’ personality can affect the loyalty, satisfaction, involvement of online game players’ and whether involvement can affect loyalty and satisfaction of online game players’.
The research result shows that: 1) Livestream broadcasters’ different personality will affect the loyalty of online game players’. 2) Livestream broadcasters’ different personality will affect the satisfaction of online game players’. 3) Livestream broadcasters’ different personality will affect the involvement of online game players’. 4) Online game players’ Involvement will affect their loyalty. 5) Online game players’ Involvement will affect their satisfaction.
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