網路影音直播平台觀眾之滿意度與持續使用意圖之研究-以Twitch直播平台為例

隨著網際網路發展以及網絡電子遊戲的興起，遊戲網路影音直播平台作為一種新穎的表達方式在市場中應運而生。近年來國內誕生遊戲直播平台不斷增多，呈現出百花齊放百家爭鳴的繁榮景象。網路影音直播平台作為時下熱門的大眾傳遞訊息的方式，觀眾為何熱衷於使用網路影音直播平台？而網路影音直播平台觀眾之滿意度與持續使用意圖為何？這些乃是本研究欲加以探討的議題。本研究主要探討網路影音直播平台Twitch之使用者（即觀眾）行為，利用問卷調查方式收集263份的有效樣本，再透過敘述性統計分析、信度與效度分析、相關性分析及結構方程模型分析。本研究有下列重要發現： 1.知覺娛樂性對知覺有用性不具有顯著正向影響。 2.確認度對知覺有用性與滿意度不具有顯著正向影響。 3.知覺互動性對知覺有用性具顯著正向影響。 4.知覺有用性對滿意度與持續使用意圖具顯著正向影響。 5.滿意度對持續使用意圖具顯著正向影響。 6.教育程度在知覺互動性上存在顯著差異。

關鍵字

網路影音直播平台； Twitch ；結構方程模型； IS接受後持續採用模式

並列摘要

Along with the development of the Internet and the rise of online video games, the game network live broadcasting platform has emerged as a novel expression in the market. In recent years, there has been an increase in the birth of live game platforms in China, showing a flourishing scene of a hundred schools of thought. The online video and audio broadcasting platform is nowadays the most popular tool for delivering messages to the public. Why does the audience enthusiastically use the online video and audio broadcasting platform? And how the audience satisfaction and continuous use intention of the online video and audio broadcasting platform? These are the problems this study intends to explore: This study mainly explores the behovior of users (ie viewers) of Twitch. This study uses questionnaires to collect 263 valid samples. Descriptive statistic analysis, reliability and validity analysis, correlation analysis, and structural equation model analysis are conducted. The important finding in this study as below: 1. Perceived entertainment has no significant positive effect on perceived usefulness. 2. Confirmation has no significant positive effect on perceived usefulness and satisfaction. 3. Perceptual interaction has a significant positive effect on perceived usefulness. 4. Perceived usefulness has a significant positive effect on satisfaction and continuous use intention. 5. Satisfaction has a significant positive effect on continuous use intentions. 6. There is a significant difference in the level of educational interaction in perceived interactivity.