以黏著度觀點應用於UTAUT模型，探討直播平臺持續關注行為之研究

Research on the Continuous Attention Behavior on Live Streaming Platforms from the Perspective of Stickiness Applied to UTAUT model

智慧型手持式裝置與行動網路技術發展成熟，因為具備便利性、娛樂性、互動性，使的各種形式的直播平臺產業快速成長，經營者之間競爭激烈，讓使用者停留在直播平臺時間長短可以說明使用者對於平臺的依賴程度，能更精準了解使用者的持續關注行為。因此，本研究目的是以黏著度觀點應用於UTAUT模型探討使用者使用直播平臺的持續關注行為。本研究對有使用直播平臺經驗的使用者進行抽樣問卷，探討直播平臺的績效期望、努力期望、促進條件，是否會影響使用者的關注意願與持續關注行為；同時以黏著度觀點解釋持續關注行為。問卷回收共計354份，檢查並且剔除無效問卷，實得有效問卷325份，回收率為91.8%。結果顯示：績效期望、努力期望會正向影響使用者使用直播平臺的關注意願;促進條件、關注意願會正向影響使用者使用直播平臺的持續關注行為，亦即黏著度。因此，建議直播平臺業者可以提供線上多人聊天、歷史影片回顧、本日或本周貢獻、發送禮物給直播主等，可以簡化分享或邀請的方式，讓同儕之間有更多的共同話題；或者透過異業合作方式創造更多的變化，吸引使用者長期駐留。

"Smart handheld devices and mobile network technologies have matured. Because of their convenience, entertainment, and interactivity, various forms of live streaming platforms have grown rapidly. The competition among operators is fierce as various platforms aim to keep users on live streams. The length of time can explain the user's degree of dependence on the platform and can more accurately understand the user's continuous attention behavior. Therefore, the purpose of this research is to apply the UTAUT model to explore the continuous attention behavior of users using live streaming platforms from the viewpoint of stickiness.This study adopted the sample questionnaire for users who had experience using livestreaming platforms to explore whether the performance expectations, effort expectations, and facilitating conditions of the live streaming platforms affect users' willingness to pay attention and continuous attention behavior; at the same time, the continuous attention behavior was explained from the viewpoint of stickiness. A total of 354 questionnaires were collected. Invalid questionnaires were checked and eliminated. There were 325 valid questionnaires, with a recovery rate of 91.8%.This results show that performance expectations and effort expectations positively affect users' willingness to pay attention to live streaming platforms; facilitating conditions and willingness to follow positively affect users' continuous attention behavior, that is, stickiness. Therefore, it is recommended that the live streaming platform industry can provide online multi-person chat, historical video reviews, contributions today or this week, gifts for streamers, etc. These approaches can simplify sharing and invitation methods, so that more common topics among peers. Moreover, cross-industry cooperation could create more changes and attract users to stay for a long time."