| dc.description.abstract | There are often many people wondering why some people want to spend time watching live streaming . In this emerging era, live streaming has become a common social phenomenon and the trend of live streaming may gradually turn to live streaming plus vertical industry(For example, live streaming of education, live streaming of Electronic Business , etc.) , or a team of live streaming consultants will rise up and be responsible for planning the live streaming system. Thus, ＂live streaming＂ deserves more in-depth discussion.
This research mainly explores the ＂risk propensity＂ of the audience under the different ＂leadership styles＂ of the live streamer , and ＂the relationship between the live streamer and the audience＂. This research refers to the past literature and adopts experimental methods and questionnaires to conduct research. Taking Taiwan′s live streamers and their audiences as the research objects , will risk propensity of the audiences moderate the audience and steamer in different leadership styles?
When building a relationship, the live streamer will never know how this relationship will eventually become. This is like being in a gambling game, and streamer need to find answer under uncertainty.
The results of this research show that under the experimental method, the audience′s ＂risk propensity＂ will moderate the ＂ affective relationship and mixed relationship between the different leadership style and the audiences .And the audience′s ＂risk propensity＂ will not moderate the instrumental relationship between the different leadership style and the audiences; under the questionnaire method, the audience′s ＂risk propensity＂ will moderate the ＂mixed relationship between servant leadership style and the audiences＂, and the rest will not have moderating effects.
This research adopts experimental methods and questionnaires, and hopes to expand research about live streaming. This research combines the live streamer with different ＂leadership styles＂ to bring the leadership theory of human capital into the relevant research of live streaming, and then explore the relevance of this relationship.
Different ＂leadership styles＂ will have an impact on different ＂ relationship between live streamer and audience＂. Therefore, the ＂leadership style＂ and the ＂ relationship between live streamer and audience＂ proposed by this research is Relevant .It provides the basis for future live streaming research. In addition, the reciprocity of relationships from the social exchange theory brings out the risk propensity, and explores the risk propensity of the audiences moderate the audience and steamer in different leadership styles? This research discovered that the “risk propensity” of the audience will affect the different “leadership styles” and different “relationship between live streamer and audience”, which also provides basic evidence for future research topics.
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