What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement
What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement
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DOI：
10.1016/j.tele.2017.12.003
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发表时间：
2018-04-01
影响因子：
8.5
通讯作者：
Lin, Yi-Chen
中科院分区：
文献类型：
--
作者：
Chen, Chia-Chen;Lin, Yi-Chen
直播是指通过互联网实时传输一场赛事的音频和视频。由于直播流也可以是互动的，所以它具有小型社区的一些特征。人们常常为了娱乐而沉迷于电视、电影或视频博客。他们也可能变得盲目和痴迷于崇拜流行偶像。此外，他们使用媒体的意愿受到他们自己对媒体的看法或对利益的期望的影响。因此，这项研究提出了四个关键因素：流量、娱乐、社交和代言。本研究运用路径分析的方法，检视观众观看直播节目的态度、感知价值与收看意向之间的关系，了解影响观众收看直播节目的影响因素及渠道。一般来说，他们观看直播只是因为他们喜欢这样做。他们对直播的好感背后的主要原因是直播让人快乐，缓解压力。其次，人们被彩带的魅力所吸引，但这种吸引力因性别而略有不同。当女性欣赏彩带时，她们会对直播产生更好的印象。另一方面，男性在与流媒体或其他观众互动时，会对现场直播产生更好的印象。年轻人倾向于喜欢直播，因为它给他们一种流畅感，而老年人不受流量的影响。本文的研究对直播业务的发展和未来的直播研究有一定的参考价值。
Live-stream is the real-time audio and video transmission of an event over the Internet. Since a live-stream can also be interactive, it has some of the characteristics of a small community. People often become addicted to television, movies, or video blogs for the sake of entertainment. They can also become blind and obsessive about worshiping popular idols. Moreover, their willingness to use media is affected by their own perception of the media or their expectation of the benefits. This study therefore proposes four key factors: flow, entertainment, social interaction, and endorsement. We use path analysis to test their relationships with attitude, perceived value and watching intention to understand the influential factors and channels that induce audiences to watch live-streaming events.Analysis of 313 valid responses to a survey questionnaire indicate that approximately 65% of Taiwanese people watch live-streams via social network sites. In general, they watched live streams simply because they liked to do so. The main reason behind their favorable impression of live-streaming was that live-streams made people happy and relieved stress. Secondly, people were attracted by the charm of the streamers, but the attraction differs slightly by gender. Females developed a more favorable impression of a live-stream when they admired the streamer. Males, on the other hand, developed a more favorable impression of a live-stream when they interacted with the streamer or other audience members. Young people tended to like live streaming because it gave them a sense of flow, while older people were not affected by flow. This study contributes to the development of live-stream services and future studies on live streaming.