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Analisis Faktor yang Mempengaruhi Continuous Watching Intention pada Layanan Live Streaming Menggunakan Dual Identification Framework

This study aims to determine the factors that influence the audience's intention to continue watching live streaming services using a dual-identification framework approach. This study says that there are two factors that influence continuous watching intention, namely broadcaster identification and group identification. This study also proves that the genre of the live streaming service can affect the factors of continuous watching intention. This study uses a sample of people who have watched live streaming services using a purposive sampling method and obtained as many as 346 respondents. This study uses the PLS-SEM technique to process the data obtained. The data obtained is divided into sub-samples of the gaming genre and talent show genre. The results of this study proved that there is a difference between the two genres used, where in the talent show genre the ideal self-congruity factor has no effect on broadcaster identification and the resonant contagion variable has no significant effect on group identification, in contrast to the subsample of the gaming genre where the two variables are considered significant and also the whole hypotheses. It can be concluded that the live streaming genre has a partially moderate effect and can provide differences between the factors used in the study..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13044PSB lt.2 - Karya Akhir1
PenerbitDepok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI
Edisi-
SubjekLive Streaming Services
Experience of Parasocial Interaction
Cognitive Communion
Resonant Contagion
Identification Social Theory
ISBN/ISSN-
Klasifikasi-
Deskripsi Fisikxii, 110 p. ; diagr. ; 30 cm
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data