Determinants of Live Video Streaming Social Networks on Users’ Behavioural Intention to Join Bigo-Live in Thailand

Abstract

This research described perceived ease of use, perceived usefulness, privacy, interactivity determinant users’ intention on live video streaming social networks which focusing on Bigo Live in Thailand. 200 questionnaires were distributed to respondents online in Bangkok, Thailand, who has experienced to downloaded Bigo Live app and use Bigo Live video streaming before or now. The descriptive analysis, One-Way ANOVA and Regression Analysis were applied in this study. The findings of confirmed that users with different personal characteristics in relations to gender, age, personal income per month, educational background have no significant different perception toward the determinant of social media uses of Bigo- Live Thailand. And determinants of social media uses of Bigo-Live Thailand are significant predictors of their behavioral intention to join Bigo-Live Thailand, and users’ behavioral intention to join Bigo-Life is significant predictor of their satisfaction toward the contents of Bigo-Live Thailand, as well.