A Study on the Relationship between the Characteristics of Internet Celebrity Video & Live and the Viewer’s Intention to Share

• Main Authors: Hsieh, Yi-Fong, 謝譯鋒
• Other Authors: Tsai, Hsien-Tung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/kz2sf7

碩士 === 國立臺北大學 === 企業管理學系 === 105 === As the technical advancement at the Internet and the networking device, it results in a decrease in Internet unit cost. This changed the dissemination system of we-media from traditional writing, figures and videos to live streaming. The threshold of making Internet user into a video maker is getting lower and lower. During the non-Internet age, the distribution of the video content must filtered by TV or radio station. Compared to the past, nowadays the degrees of freedom of video production by Internet celebrity are extremely increased. As a result, everyone can be a video producer at the live platform such as Twitch, 17, and Facebook. This study suggests that it is an important topic at commercial operation by realizing the relationship between the characteristics of Internet celebrity video & live and the viewer’s intention to share. This study constructed the relationship structure between the characteristics of Internet celebrity video & live and the viewer’s intention to share by adopting in-depth interview and past literature review. The study found that when there are knowledge learning, peer discussion, interesting, and self-idea expressing within the video and live, and there is experience openness within the viewers, it will positively affect the viewer’s intention to share.