An empirical study on the influencing factors of learning through knowledge sharing live streaming - Based on live streaming platform in China
지식 공유 라방 학습 영향요인에 대한 실증 연구 - 중국 라이브 방송 플랫폼을 기반으로 하여
- Resource Type
- Article
Text
- Authors
- Yi Liu; Young-Hwan Pan; 류이; 반영환
- Source
- 한국융합학회논문지, 12/31/2021, Vol. 12, Issue 12, p. 197-211
- Subject
- 지식 공유 라이브 방송
TAM모델
지각된 가치
몰입 체험
태도
의향
Knowledge sharing live streaming
TAM model
Perceived value
Flow experience
Attitude
Intention
- Language
- 영어(ENG)
- ISSN
- 2233-4890
The emergence of knowledge-sharing live streamers provides more diversified content to the live streaming platform. Analysis of the factors affecting the intention to use knowledge sharing live streaming users can allow the live streaming platform to understand better the adoption characteristics of users who follow this type of content. Help platform operators provide better services and help live streaming platforms innovate. Based on the TAM model, this research uses questionnaire surveys and structural equation models to construct a conceptual model of the influencing factors of users' intentions in the knowledge sharing live streaming and conduct an empirical analysis on the influencing factor models. The results of data analysis show that a significant influence of users' attitudes of knowledge sharing live streaming is perceived usefulness, followed by flow experience; perceived value has a positive impact on users' attitudes and intention to use, and the positive influence of users attitude significantly affect the user's intention.