影響體育賽事直播平台持續使用意圖因素之研究

近年來網路發展快速，直播平台已能克服資訊品質，並提供多元且高畫質的直播頻道，其最大的特色就是即時播放(Live)。以體育賽事直播來說，觀眾可以第一手知道比賽的現況，而不是透過重播或新聞來得知比賽過程與結果。此外，體育賽事直播有別於傳統電視實況轉播，它能提供各國及各運動類別之賽事直播。反觀傳統電視實況轉播，必須由電視台購買體育轉播權才能提供給觀眾收看。本研究以體育賽事直播平台使用者為研究對象，主要目的在了解持續使用體育賽事直播平台意圖之因素，本研究採用Bhattacherjee (2001)資訊系統持續使用模式(Expectation-Confirmation Model of IS Continuance)與Ajzen (1985)計畫行為理論(Theory of Planned Behavior)為基礎，並根據體育賽事直播平台特性，納入沉浸理論之「臨場感」與「認知互動性」，以提出一套適合應用於體育賽事直播平台情境之研究理論架構。本研究以網路自填式問卷調查方法蒐集509份問卷資料，刪除27份無效問卷後，得到有效問卷482份，有效比率為94.69%，並以結構方程模式(Structural Equation Modeling, SEM)中的偏最小平方法(Partial Least Squares, PLS)進行分析本研究所提出之模型。研究結果發現：(1)態度與認知有用性正向影響持續使用意圖。(2)滿意度、認知互動性與認知有用性正向影響態度。(3)認知互動性與確認正向影響滿意度。(4)認知互動性與確認正向影響認知有用性。(5)滿意度與持續使用意圖之間無正相關。(6)認知有用性與滿意度之間無正相關。(7)臨場感與認知有用性之間無正相關。(8)認知互動性係由控制性、連通性與趣味性所構成。

關鍵字

臨場感；持續使用意圖；期望理論理論；網路直播；認知互動性

並列摘要

With the advance of Internet, live streaming platform has been able to overcome the quality of information, providing diverse and high-quality live channles, its greatest characteristic is played in real time (Live). Take live sports for example, audience can know the first-hand news, rather than through the rebroadcastor news to know the outcome of the contest. In addition, live sports are different from traditional live TV coverage, it canprovides the broadcast of the national and sports categories. In contrast to the traditional TV broadcast, it must be purchased by TV sports broadcasting to make it available to viewers. This research focuses on live sports platform users. The mainly aimed is discussion thatthe factors affecting continuous usage intention of sport live streaming. This study based on Expectation-Confirmation Model of IS Continuance (Bhattacherjee, 2001)and the theory of planned behavior (Ajzen, 1985). According to the live sports platform features,included in "telepresence" and "perceived interactivity" to put forward a platform which was suitable for live sports situation study on theoretical framework. This research network of self-administered questionnaire collected 509 questionnaire data, after deleting invalid 27 questionnaires, receiving 482 questionnaires, effective rate is 94.69%.This study usethe Partial Least Squares of Structural Equation Modeling to analyses model.Results showed that: (a)Attitude and perceived usefulness have direct impact on continuance Intention. (b)Satisfaction, perceived usefulness and perceived interactivity have direct impact on attitude. (c)Perceived interactivity and confirmation have direct impact onsatisfaction. (d)Perceived interactivity and confirmation have direct impact onperceived usefulness. (e)Satisfaction hasno direct impact on continuance intention. (f)Perceived usefulness hasno direct impact on satisfaction. (g)Telepresence hasno direct impact on perceived usefulness. (h)The perceived interactivity constituted by user control, connectedness and playfulness.

並列關鍵字

Telepresence ； Continuance Intention ； Expectation Confirmation Theory ； Live Streaming ； Perceived Interactivity

參考文獻

Ahn, T., Hong, M., & Pedersen, P. M. (2014). Effects of perceived interactivity and web organization on user attitudes. European Sport Management Quarterly, 14(2), 111-128.

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior (pp. 11-39). Springer Berlin Heidelberg.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453-474.

Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.

國際替代計量

影響體育賽事直播平台持續使用意圖因素之研究

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