從價值經營觀點探討直播平台的黏著度 | 政府出版品書目資料查詢網

With the development of the Internet, live streaming platforms have emerged as a new type of software in the market. In recent years, the numbers of domestic live streaming platforms have been gradually increasing, which have changed one-way media communication in the past. The live streaming platform is a popular way for the public to transmit information. Why audiences are keen and stick to use live streaming platforms is the major issue to be explored in this study. The participants of this study are users with experiences in watching live streaming platforms. This study discusses about the relationships between value management (technology, content, social contact) of live streaming platforms from the users points of view, trust, commitment, and stickiness through the structural equation model (SEM). The results reveal that (1) Value management positively affects trust (2) Va...