Factors that Affect Watching and Bidding on Facebook Live Auction
| Autor: | Ke-Ming Chang, 張格鳴 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Due to the change of internet technology and popularization of mobile devices, the technology of “Live Broadcast” allows the communication of internet users goes beyond images and articles. Messengers can instantly interact with audience by audio and films. After Facebook launching the function of live broadcast in 2016, some merchants have targeted the large amount of Facebook users and started running Facebook live auction. With the fast spreading by sharing from Facebook communities, live broadcast catches the eyes of online shoppers, and results in the boom of live broadcast auction that many companies are competing with. Therefore, this study takes live broadcast auction as the subject, discussing the factors that influence audiences’ watching intentions and budding intentions. The study first adopted Netnography to collect data. Then, the research frame was developed based on “Uses and Gratifications” theory and “Information Systems Continuance Model” and an on-line survey was conducted with live broadcast auction participants. Regression analysis was used to investigate the audiences’ watching intentions and bidding intentions on Facebook live auction. The results of this study show that “satisfaction” is the main factor that influences the intention of audiences’ continuation of watching and bidding on Facebook live auction. The factors of “Entertainment”, “Social Interaction”, and “Information-seeking” influence audiences’ watching intentions, while “Social Interaction” and “Information-seeking” are the ones that influence audiences’ bidding intentions. Thus, the merchants of Facebook live auction should provide contents of entertainment, social interaction, and information-seeking in addition to high quality products and services in order to enhance audiences’ watching intentions, and increase social interaction and information-seeking to attract consumers for their bidding intentions. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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