Exploring the factors affecting live broadcasters’ behavioral intention of online auction based on the theory of self-determination: The moderating role of perceived behavioral control

• Main Authors: Lee,Meng-Hsuan, 李孟軒
• Other Authors: Wang,Yi-Shun
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7yvm77

碩士 === 國立彰化師範大學 === 資訊管理學系 === 107 === The network is growing rapidly, and with today's social media, anyone can post videos through live streaming services so anyone can watch shows, sell merchandise, and interact closely. The live broadcast service offers many benefits, allowing immediate interaction with viewers and gaining money or intangible benefits. However, the live broadcast service can be used in different types. The use of live broadcasts in auctions is a recent development of marketing styles, and past studies have rarely been discussed in live auctions. The purpose of this research is to explore the personality traits of individuals who are willing to become live broadcasters, with self-determination theory as the theoretical framework, and the appearance、locus of control、big five personality traits, and perceived behavioral control as adjustment variables. A total of 637 study sample data were obtained in this study, and the study model was tested using the partial least squares method (PLS). The results of the analysis showed that the appearance、external control、extraversion and agreeableness had a significant impact on intrinsic motivation. The appearance、extraversion and conscientiousness have a significant impact on extrinsic motivation. Internal 、external motivations and perceived behavioral control also have a significant impact on live broadcast intentions, and studies show that perceived behavioral control will enhance the impact of internal and external motivations on live broadcast intentions. The results of this research can understand the personality of the live auctioneer and understand the behavioral intentions of the live broadcaster, making the live auctioneer more willing to use this platform.