應用使用與滿足理論、計畫行為理論及心流體驗解釋使用者對遊戲直播平台Twitch之持續使用意圖

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Title:	應用使用與滿足理論、計畫行為理論及心流體驗解釋使用者對遊戲直播平台Twitch之持續使用意圖 Applying the Uses and Gratifications Theory, the Theory of Planned Behavior and Flow Theory to Explain Users’ Continuance Intention toward Twitch
Authors:	李芷欣
Contributors:	國際企業管理學系
Keywords:	實況直播平台 Twitch 使用與滿足理論計畫行為理論心流體驗 live streaming video platform Twitch Uses and gratifications theory The theory of planned behavior Flow theory
Date:	2017
Issue Date:	2017-08-16 09:21:46 (UTC+8)
Abstract:	本研究的目的為應用使用與滿足理論、計畫行為理論、心流體驗及滿意度，以解釋影響使用者對於實況直播平台Twitch持續使用意圖之因素。再者，本研究之研究對象為Twitch使用者，並以網路問卷及採用便利抽樣方式蒐集資料。最後，總共回收有效問卷429份，接著採用SPSS 23進行敘述性分析與信度分析，同時以AMOS進行驗證性因素分析及結構方程模式分析及假說檢定。本研究之結果發現，使用與滿足理論中之娛樂性對滿意度有顯著正向影響。另外，計畫行為理論之態度對滿意度及持續使用意圖均有顯著正向影響。此外，滿意度對持續使用意圖亦存在顯著正向影響；心流體驗對滿意度及持續使用意圖均有顯著正向影響。最後，依據這些研究發現，管理意涵、研究限制與未來研究方向亦被呈現於本論文中。 The purpose of this study is to apply the uses and gratifications theory (U&G), the theory of planned behavior (TPB), flow theory and satisfaction to explain factors that affecting users’ continuance intention toward Twitch. Furthermore, the subjects of this study are Twitch users and a web-based questionnaire is used to collect data through the convenient sampling. Descriptive statistics and reliability analysis are conducted via SPSS and confirmatory factor analysis and structural equation model are conduct-ed via AMOS, with 429 valid questionnaires returned. The results show that enter-tainment of the U&G significantly and positively affects users’ satisfaction. The atti-tude of TPB significantly and positively affects users’ satisfaction and continuance in-tention. Besides, users’ satisfaction significantly and positively affects continuance intention. Flow experience also significantly and positively affects users’ satisfaction and continuance intention. Finally, based on these findings, managerial implications, limitations, and directions for future research are also highlighted in this paper.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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