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http://dx.doi.org/10.9728/dcs.2018.19.5.907

An Exploratory Study on Acceptance of China Internet Entertainment Personal Broadcasting Contents  

Li, RuiXiang (Interdisciplinary Program of E-commerce, Graduate School of Chonam National University)
Lee, Sang-Joon (School of Business Administration, Chonnam National University)
Lee, Kyeong-Rak (School of Business Administration, Chonnam National University)
Publication Information
Journal of Digital Contents Society / v.19, no.5, 2018 , pp. 907-916 More about this Journal
Abstract
This paper is an exploratory study on the acceptance of Chinese Internet entertainment personal broadcasting contents. After analyzing the factors affecting viewer satisfaction, we analyzed the relationship between these factors and viewer satisfaction on reuse intention. As a result of the survey, first, the information system quality has a significant effect on the viewer satisfaction of internet personal broadcasting. Second, indirect experience, entertainment pursuit, and social relationship have a significant effect on viewing satisfaction of internet personal broadcasting. Third, viewing satisfaction of internet personal broadcasting has a significant effect on reuse intention. These results are expected to help establish the marketing strategy of the company operating the Internet personal broadcasting and prepare the requirements to be provided by the host.
Keywords
Internet personal broadcasting; Information system quality; Indirect experience; Satisfaction; Reuse intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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