| Summary: | 碩士 === 國立中正大學 === 會計與資訊碩士在職專班 === 107 === The rapid development of the Internet and the popularity of mobile networks and smart devices had led to the rise of a live streaming industry. Live streaming is very interactive and entertaining and is an effective sales channel.
Based on the Post-Acceptance Model of IS Continuance proposed by Bhattacherjee (2001), the study adds service quality, brand image, and perceived interactivity, into the research model to explore factors affecting audience continuous usage intention of live apparel shopping streaming. A questionnaire survey was conducted and 193 valid responses was collected for further analysis.
The results are as follows:
1.Confirmation positively affects perceived usefulness and
satisfaction.
2.Service quality, brand image, and interactivity positively affect
satisfaction.
3.Service quality positively affects perceived usefulness.
4.Brand image, perceived usefulness, and satisfaction positively affect
intention.
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