Creating a Scale to Measure Motivation to Give Gift in Live Streaming
碩士 === 國立臺北大學 === 企業管理學系 === 106 === This paper adopted five empirical studies to develop a measurement scale for gifting motivation on live streaming platforms. Study 1 consisted of 20 individual depth interviews. Study 2 adopted online questionnaire survey to purify the scale (n=46 for pretest and...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/62bc54 |