Department of Information Management, National Taipei University of Business, Taipei City, Republic of China.
Department of Computer Science and Information Management, Soochow University, Taipei City, Republic of China.
Cyberpsychol Behav Soc Netw. 2020 May;23(5):351-356. doi: 10.1089/cyber.2019.0547. Epub 2020 Apr 13.
Live stream services have emerged as a highly profitable Internet application in recent years with rapidly growing audiences for this form of instant and interactive Internet media. This study applies media richness theory along with uses and gratifications theory to predict user loyalty to live stream services. The proposed model is empirically evaluated using survey data collected from 295 users responding about their perception of such services. Empirical results show that perceived media richness and gratifications such as entertainment and sociability are antecedents of loyalty, while immediate feedback is the most salient facet of perceived media richness. The results provide further useful insights for service providers and streamers to build loyal user bases.
近年来，直播服务作为一种极具盈利性的互联网应用迅速崛起，这种即时互动的互联网媒体吸引了大量观众。本研究运用媒介丰富度理论以及使用与满足理论，预测用户对直播服务的忠诚度。通过对 295 名用户关于其对直播服务感知的调查数据进行实证评估，验证了所提出的模型。实证结果表明，感知的媒介丰富度和娱乐性、社交性等满足感是忠诚度的前因，而即时反馈是感知媒介丰富度的最显著方面。研究结果为服务提供商和主播提供了有价值的见解，有助于他们建立忠实的用户基础。
