The source credibility of the streamer, the impact of the live broadcast environment atmosphere on the audience's perceived value
| Autor: | WU, TSUNG-YEH, 吳宗曄 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 With the advancement and innovation of network technology, live broadcast on the Internet is a new application technology, in which the growth rate of live video production has grown exponentially. Therefore, the company has driven the game live industry by e-sports and combining live broadcast technology. In the past, game makers have been endorsed by celebrities and celebrities, but with the trend,the Streamer has become the target of game makers' preference, and the Stream platform has become the target market for advertisers to advertise. In this study, whether audiences with different levels of involvement in the game have interference with source credibility, environmental atmosphere and perceived value, and whether perceived value generates willingness to purchase to understand the characteristics of the different audiences involved in the preferences of the live and how to make the audience interested in buying. Both studies in this study were distributed on non-random convenience sampling on PTT. Study 1 and Study 2 were casual and professional live subjects.The study found that the casual-type streamers has no interference with the influence of the attractiveness and environmental atmosphere on the perceived value of the audience with different levels of involvement;expertise-type streamers have no interference with the impact of professionalism on perceived value for audiences of different levels of involvement. The results provided by this research also contribute to the future development of the stream platform and how to increase the audience's adhesion, properly maintain the audience's involvement, and also have different suggestions for the live broadcast of the live, and use this research to expand the past. The lack of stream platform and streamers master research. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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