Study on the impact of Live-Streaming platform users giving virtual gifts

• Main Authors: Szu-Ying Wu, 伍思穎
• Other Authors: Chien-Te Ho
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/rnnksy

碩士 === 元智大學 === 經營管理碩士班(企業管理) === 107 === With the popularity of the Internet, the live-streaming platform has emerged in recent years. In the past, the discussion of live-streaming was mostly focused on user loyalty. In the study of live-streaming purchase, most of the products were sold, and less research on the live-streaming platform for giving virtual gifts. Due to the reports of online media in the past, many people have been impressed by the fact that the live-streaming of virtual gifts is a negative image caused by cheating money, and many bad live content. Today's Taiwan live-streaming platform is more rigorous than other countries.Many platforms create their own characteristics, in order to change the negative atmosphere of live-streaming. However, the current business model of live-streaming, with live streamer presenting rich live content, the sociality generated between the user and the streamer is a value of existence. The business model of watching live-streaming has long been accepted, and the gift of virtual gifts has become a unique business model developed under the background of live-streaming. Therefore, this study is to explore the factors of the user who are willing to take the initiative to spend money and give virtual gifts to the platform.This study is expected to explore the virtual gift factors of live-streaming users, the content of live streamer, the personality traits of the live streamer, the degree of involvement and attitudes, and the situational factors as the moderator variable in this study, and involvement is used as a mediator variable to explore whether the final purchase. Through the results of this research, the live-streaming platform and the live streamer can better understand the users demand for giving virtual gifts, which will help the sustainable development of the live-streaming platform and the live streamer.