| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 106 === In recent years, live broadcast websites have become a new type of streaming media. It is a platform with real-time interactive features, which is very different from the past. This study wants to understand the factors that affect betweenbehavior intention and intention of the recommendation,and Twitch is taken for example, the most popular live broadcasting platform currently used in Taiwan.
Based on the technology acceptance model(TAM), this study develops a structure.According to the characteristics of the Twitch platform,such as perceived interactivity, and perceived playfulness are added in the structure.
The results indicate that perceived usefulness, perceptual interaction, and perceptual playfulness all have significant positive effects on the use intention; the use intention also has a positive relationship with the intention of the recommendation. The theoretical and practical implications as well as the future research directions are discussed at the end of the study.
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