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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5162

Title: Determinants of Live Video Streaming Social Networks on Users’ Behavioural Intention to Join Bigo-Live in Thailand
Authors: Xie Peiying
Keywords: Live Video Streaming Social Networks
Behavioral Intention
Regression Analysis
Issue Date: 2022
Publisher: Bangkok University
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.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2019
Advisor(s): Pacharaporn Kesprakorn
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5162
Appears in Collections:Independent Studies
Independent Studies

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