Explore How to Attract the Audience to Watch Webcasting Continuously: Take Twitch For Example

• Main Authors: Li,Wen-Pin, 李文斌
• Other Authors: Chang, Shih-Chi
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/3ngh52

碩士 === 國立彰化師範大學 === 企業管理學系 === 106 === In recent years, the popularity of computers, smart phones and the Internet has brought a new trend of webcasts. You can turn on your computer or pick up your mobile phone, and then enjoy the convenience, entertainment and immediacy of webcasting via the network. Then, many webcasing platforms and streamers have also emerged. The webcasting wave has also brought great business opportunities and money. In the competitive webcasting industry, how to make viewers continue to watch is the biggest topic. This study uses Twitch as the main research object. Through the discussion of the literature, and proposes a research framework based on TAM (Technology Acceptance Model) and A Post-Acceptance Model of IS Continuance. The questionnaires were issued, and sample analysis was conducted. We found that the audience’s confirmation, perceived ease of use, and perceived playfulness had a positive and significant impact on their satisfaction, and thus affected their continuance intentions.