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篇名 網路紅人直播影片持續觀看與分享行為之研究
An Study of Continuance Intention and Sharing Behavior for Live Stream Video of Internet Celebrity
作者 吳秉穎 黃筱婷
中文摘要

 隨著網路直播技術的興起,網路紅人的數量有了爆炸性的成長。本研究運用

了 Bhattacherjee (2001a) 提出的「資訊系統(IS)接受後持續使用模式(Information
Systems Continuance expectation- confirmation model )」並加入分享行為,探討影響閱
聽人觀看網路紅人直播影片持續觀看意圖的因素以及分享行為。本研究採用網路問
卷調查法,研究結果發現,知覺娛樂性、知覺互動性皆會正向影響娛樂滿意度、資
訊滿意度、互動滿意度,而知覺資訊性則只會影響娛樂滿意度與資訊滿意度。此外,
娛樂滿意度會正向影響持續觀看意圖及分享行為。
英文摘要

 With the growing of popularity of the live stream service, the number of Internet

celebrity has increased sharply. This study takes Bhattacherjee’s Information
Systems Continuance expectation-confirmation model as the study frame, and
joins sharing behavior, to explore the impact on continuance intention of the
factors and sharing behavior that audiences watch live stream video of Internet
celebrity. This study uses online survey as the study method. And the results shows
that perceived playfulness and perceived interactivity have a positive effect of
playfulness satisfaction, information satisfaction and interactivity satisfaction;
perceived information has a positive effect of playfulness satisfaction and
information satisfaction. Besides, playfulness satisfaction has a positive effect of
continuance intention and sharing behavior.
中文關鍵詞 IS 接受後持續使用模式、分享行為、直播影片、網路紅人、滿意度
英文關鍵詞 Information Systems Continuance expectation-confirmation model, sharing behavior, live stream video, Internet celebrity, satisfaction
發表日期 2018/07/01
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