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    Title: 直播成癮?秀場直播使用者持續使用動機研究
    Why do people watch live streaming?A research on Viewer's Intention of Continuous Usage in Taiwan
    Authors: 詹冠純
    Chan, Kuan-Chun
    Contributors: 郭貞
    Kuo, Cheng
    詹冠純
    Chan, Kuan-Chun
    Keywords: 直播使用者動機
    社會連結
    使用與滿足理論
    行銷策略
    Live stream app
    Uses and gratification
    Social connection
    17Media
    Date: 2018
    Issue Date: 2018-08-27 14:52:49 (UTC+8)
    Abstract: 近年來直播成為繼臉書及Instagram來,新世代使用的社交娛樂平台,而直播相關研究也成為學者們熱烈的議題。本研究以使用與滿足理論出發,探討台灣直播平台使用者之使用動機。
    The goal of this study is to conduct an investigation on the motivation of user's continuous intention of using live streaming app in Taiwan. To help current marketing and operation manager in live streaming industry in Taiwan understand more about user intention of continuous usage, this research focus on answering if individual experience and co-experience that audience perceived while interacting with other audiences and broadcaster can affect their continuous usage of live streaming app.

    Keywords: live streaming, uses and gratification, 17Media, social connection
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    Description: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    104461007
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104461007
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.IMICS.011.2018.F05
    Appears in Collections:[國際傳播英語碩士學程] 學位論文

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