| Summary: | 碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 106 === The main purpose of this study was to investigate the satisfaction analysis of consumers watching Facebook Live - taking the special page of the “China Times” fans as an example. A total of 516 valid questionnaires were collected through the Google Forms questionnaire survey by using narrative statistics and letters, degree and validity analysis, independent sample t test and single factor analysis of variance, correlation analysis, and regression analysis data. And the results were summarized as below:
First, there is a significant positive relationship between the tangible dimensions: "age", "professional" and "accepted by the China Times Newsletter". Second, there is also a significant positive relationship between the reliability of facets: "age", "vocational" and "accepted by the China Times Newsletter"; in "educational level", the satisfaction of "Master/ Doctor" was less than that of "high school/college"; and the 4 times a week reader is more than the 1~3 times reader; Third, There is a significant positive relationship between responsive facets: “age”, “professional” and “accepted by the China Times Newsletter” the satisfaction of unmarried is less than that of married people.
Fourth, the authenticity of the facets: "age", "professional" and " accepted by the China Newsletter " the satisfaction is a significant positive relationship; Fifth, the caring facets: The satisfaction of Zhongshi Newsletter reader is greater than that of no watching, and the 4 times a week reader is more than 1 to 3 times a week reader.
The results of the regression analysis: The satisfaction of the three aspects of “tangibility, responsiveness, and certainty” has a significant positive impact on the willingness of “willingness to share with relatives and friends after watching live broadcast”; The reliability and certainty of the satisfaction of the two aspects of the facets have a significant positive impact on the “live time length of the e-newsletters when viewed in China Times”; the final “affirmative and caring” two facets of satisfaction shows a significant positive impact on the "frequency of live broadcasts of various topics in the China Times."
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