期刊
CYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING
卷 23, 期 5, 页码 351-356出版社
MARY ANN LIEBERT, INC
DOI: 10.1089/cyber.2019.0547
关键词
live stream services; uses of gratifications; media richness
资金
- Ministry of Science and Technology of the Republic of China [MOST 107-2410-H-141-006, MOST 107-2410-H-031-041]
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.
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