The Impacts on the Stickiness of the Live Broadcaster by Experiential Marketing and Personal Motivation—Using Network Externalities as Moderator
| Autor: | LIN, JIA-QUN, 林家群 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 Today's webcasting options are diversified. It's not just that online celebrities can turn on webcasts, but everyone can open mobile phones at any time to share videos with people all over the world. In recent years, webcasting has provided many readers. The choice is one of the choices for the reader to get information or leisure. In this study, the live broadcast was the main subject, and the audience who watched the live webcast were selected as the research object. A total of 120 copies were distributed and 120 copies were collected. The effective questionnaire rate was 100%. After watching the webcast, the listeners conducted a questionnaire survey, based on the sample obtained, and analyzed by descriptive statistics to explore the relationship between experience marketing, personal motivation, network externality and live broadcast adhesion. Analyze the results and make recommendations to expect to be able to give back to the live webcast as a reference in the live webcast. The research result showed： 1. Experiential marketing has a positive positive relationship with the main Stickiness of the live broadcast. 2. Personal motivation has a positive positive relationship with the main adhesion of live broadcast. 3. Network externality has no significant relationship between experiential marketing and live broadcast main adhesion 4. Network externality has no significant relationship between personal motivation and live-to-active adhesion. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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