A Study on the Satisfaction and Continuance Intention of Usage in Live Broadcast Website - The Case of Twitch

• Main Authors: Tao Fu, 傅韜
• Other Authors: Chu-Ching Wang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9975tn

碩士 === 淡江大學 === 企業管理學系碩士班 === 106 === Along with the development of the Internet and the rise of online video games, the game network live broadcasting platform has emerged as a novel expression in the market. In recent years, there has been an increase in the birth of live game platforms in China, showing a flourishing scene of a hundred schools of thought. The online video and audio broadcasting platform is nowadays the most popular tool for delivering messages to the public. Why does the audience enthusiastically use the online video and audio broadcasting platform? And how the audience satisfaction and continuous use intention of the online video and audio broadcasting platform? These are the problems this study intends to explore: This study mainly explores the behovior of users (ie viewers) of Twitch. This study uses questionnaires to collect 263 valid samples. Descriptive statistic analysis, reliability and validity analysis, correlation analysis, and structural equation model analysis are conducted. The important finding in this study as below: 1. Perceived entertainment has no significant positive effect on perceived usefulness. 2. Confirmation has no significant positive effect on perceived usefulness and satisfaction. 3. Perceptual interaction has a significant positive effect on perceived usefulness. 4. Perceived usefulness has a significant positive effect on satisfaction and continuous use intention. 5. Satisfaction has a significant positive effect on continuous use intentions. 6. There is a significant difference in the level of educational interaction in perceived interactivity.