The Impact of Online Shop Owner and Viewer’s Personality Traits on Stickiness

• Main Authors: HUANG, CHIEH-TING, 黃婕婷
• Other Authors: WANG, YU-MEI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/uhamks

碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 106 === The rise of live streaming comes on strong and causes Internet celebrity economy. Different from past social media, everyone can create an interactive and immediate live streaming by computers, mobile devices, video cameras, and microphones. Nowadays, people get the latest information mainly through the Internet, and even shopping as well. Many shop owners use live streaming to build their own virtual malls on the Internet. This study aimed to the impact of online shop owner (including sense of humor, authenticity, personal charisma) and viewer’s personality traits on stickiness. 576 questionnaires are collected in this study. The result shows that the main attraction of live streaming has a significant effect on stickiness. Furthermore, the personality traits of the audience also have a significant effect on stickiness. There are only positive and negative influences on the five personality traits. I hope the results of this study will help online shop owners understand the impact of different personality traits on the degree of stickiness.