ScholarWorks@숙명여자대학교

초록

This research focuses on the personal live media broadcast system and identifies motivation factors of people watching the live streaming broadcast which has been recently increased. In addition, by applying the Post acceptance model(PAM), the research also examines the extent of the influence of motivation factors on confirmation, perceived usefulness, satisfaction and continuance intention of live streaming broadcast with users’ response. Also the results indicated that motivation factors were also positively correlated with an amicable attitude and increased involvement, credibility and intention to pay. According to the results of the study based on the users who make a constant use of the live streaming broadcast, motivations of watching live streaming broadcast were affected by three factors such as ‘Media characteristics’, ‘Situational characteristic’, and ‘Content characteristic’. All three motivation factors of watching live streaming broadcast were positively related to confirmation. Also ‘Situational characteristic’ and ‘Content characteristic’ factors were also significantly related to perceived usefulness. Perceived usefulness was positively increased along with conformation that eventually resulted the increased satisfaction and continuance intention. This confirms that the motivation factors of watching live streaming broadcast has positive effect on satisfaction and continuance intention through the confirmation and perceived usefulness as a mediator. This research provides the theoretical and managerial implications by grasping motivation factors regarding to the reasons people watching live streaming broadcast and by close examining of users’ responses based on the watching motivations.

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