Abstract
In recent year, video live stream is popular around the world. The way that information present on internet is no longer limited in text, images, non real-time video, etc. Every person is able to make a live show with only simple devices. Previously, the studies of internet media platform are mostly focus on non real-time video platform. For video live stream, there are only a few cases which is focus on the users in some popular platform. However, in the past two years, the number of users in video live stream platform has a significant growth in our country. Moreover, there is a data said the commercial opportunity of live stream industry is up to 1 billion in our country. So, this study attempts to understand the behavior of the users on video live stream platform by quantitative methods. It hopes to provide a new study orientation in the field of internet media platform. To explore the continuous intention of the users of video live stream platform, this study create a modified model which is adopted from Post-Acceptance Model of IS Continuance, Information System Success Model, and the factor of interactivity and enjoyment. Data analysis is conducted via AMOSE 21.0, with 286 valid questionnaires returned. There are three main results. First, the factors of enjoyment, information quality, and system quality have positive effect on the factor of perceived usefulness. Second, the factors of enjoyment, interactivity, information quality, and system quality have positive effect on the factor of user satisfaction. And the final one is that the main effect on the factor of user intention is the factor of perceived usefulness. According to the results mentioned above, this study gives some suggestions in the final part and hopes to provide some idea to live stream industry.