| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 105 === With advances in technology, live broadcast websites have become a new media platform. Compared to other websites like blog or Bulletin Board System, live broadcast possesses this unique feature of immediate interaction with the users. Watching live broadcasting has becoming more and more popular these years, and there isn’t much research on this topic. Therefore, this study attempts to understand user’s behavior intention towards live broadcast websites, and Twitch TV is taken for example.
This research is based on the technology acceptance model(TAM), and combined with flow theory to discuss the issue. Factors such as perceived interactivity, perceived playfulness, and perceived risk are added in the structure.
The data is collected by online questionnaires, and data analysis is conducted via SPSS statistical software. The results indicate that perceived usefulness, perceived playfulness, perceived interactivity, and flow experience all have significant positive effects on use intention; flow experience and use intention have significant positive effects on purchase intention; perceived risk has significant negative effects on both use intention and purchase intention. Implications about live broadcast websites are provided in the last paragraph.
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