從價值經營觀點探討直播平台的黏著度

Exploring the Stickiness of Live Streaming Platforms from the Perspective of Value Management

葉語蓁(Yu-Chen Yeh)；黃上晏(Shan-Yan Huang)

直播平台 ； 價值經營 ； 信任 ； 承諾 ； 黏著度 ； Live Streaming ； Value Management ； Trust ； Commitment ； Stickiness

中國廣告學刊

28期（2023 / 03 / 01）

101 - 124

繁體中文;英文

隨著網際網路發展，直播平台作為一種新穎的軟體在市場中營運而生。近年來國內直播平台不斷增加，改變了過去媒體單向傳播的方式。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直播平台並黏著於直播平台，是本研究加以探討的議題。本研究以有觀看直播平台經驗的使用者作為研究對象，從使用者觀點探討直播平台的價值經營（技術、內容、社交），並透過結構方程模式檢視價值經營、信任、承諾、與黏著度之間的關係。研究結果顯示：（1）價值經營正向影響信任。（2）價值經營不直接影響黏著度。（3）信任正向影響承諾與黏著度。（4）承諾正向影響黏著度。

With the development of the Internet, live streaming platforms have emerged as a new type of software in the market. In recent years, the numbers of domestic live streaming platforms have been gradually increasing, which have changed one-way media communication in the past. The live streaming platform is a popular way for the public to transmit information. Why audiences are keen and stick to use live streaming platforms is the major issue to be explored in this study. The participants of this study are users with experiences in watching live streaming platforms. This study discusses about the relationships between value management (technology, content, social contact) of live streaming platforms from the users' points of view, trust, commitment, and stickiness through the structural equation model (SEM). The results reveal that (1) Value management positively affects trust (2) Value management does not directly affect stickiness (3) Trust positively affects commitment and stickiness (4) Commitment positively affects stickiness.

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