英文摘要 |
Live streaming is a booming Internet industry, which provides on-line platforms for live streaming users to broadcast live video to other users, with instant interaction between broadcasters and viewers. With the development of cloud computing, live streaming has been growing rapidly in the recent two years, and has become very important to internet industry. For live streaming users, choosing the best live streaming platform is a crucial consideration to take. Both broadcasters and viewers will aim to different live streaming platforms, according to their demands. This research explores the key determinants of competitive advantages of Taiwan live streaming platform using Analytical Hierarchy Process (AHP). Research findings show that, among the five dimensions of Dynamic Timmons Model, “Characteristic of Network Platform” is the most crucial decision dimension, which takes the highest weighting, while “Psychological Well-being” and “Self-Congruency” take similar weighting slightly lower than the former, showing that, to gain competitiveness advantage for Taiwan live streaming platform, psychological well-being and self-congruency of the users are as well important. The most important decision factor of “Characteristic of Network Platform” is “benefit”, which takes the highest weighting in both local weight and in global weight. These results show that, both tangible and intangible benefits are crucial for competitive advantages of Taiwan live streaming platform. |