| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 106 === With the rise of live streams, live channels grow very rapidly to become an important information channel. The audience can easily watch the live stream they prefer. However, how audience chooses live channels and continue to watching this channels are problems that worth investigation.
This study use in-depth interviews with live streamers to find their views on how live channels can be successful. A research model is then designed based on the information system success model. According to the characteristics identified from the interview, the constructs of system quality, information quality, and service quality were defined. Then, other constructs such as motivation, perceived value, user satisfaction were added to interpret the continuous intention to use.
In order to evaluate our model, an online experiment that includes four different types of live streaming channels was conducted. The result indicates that (1) system quality had no significant impact on the perceived value, (2) different motivations have different effects on perceived value, and (3) perceived value affects user satisfaction, and they both have significant effects on the continuous intention. Furthermore, we also find that the match between audience’s motivation and channel types affected their perceived value.
Keywords：live streaming, IS success model, user motivation, perceived value, user satisfaction, continuous intention
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