| Summary: | 碩士 === 銘傳大學 === 新媒體暨傳播管理學系碩士班 === 106 === With the technological threshold and use cost gradually decreasing, Live Streaming has emerged on mainland China and Taiwan, attracting lots of users to swarm to experience. Fast growing user size provides a broad market and prospect for live streaming. This study will take "Technology Acceptance Model" mainly, combined with "Uses and Gratifications" as supplement, integrating two theories to use behavior research, aiming at comparing the differences among usage behavior satisfaction degree and continuous usage intention of users of live Streaming between mainland China and Taiwan .
This study was conducted by questionnaire survey and take "Facebook Live" and Weibo "Yi Live" users as research sample in Taiwan and mainland China to explore whether different demographic affect their perceived usefulness , perceived ease of use and Perceived playfulness. Exploring what factors affect users' continuous use intention and whether satisfaction with satisfaction has a mediate effect.
The results are expected to be used as a reference for the further academic research on live streaming. It can also provide suggestions for future live streaming operators to understand users ,upgrade platforms and develop operational strategies.
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