ความตั้งใจรับชมถ่ายทอดสดกีฬาชนวัวออนไลน์แบบไลฟ์สตรีมมิ่ง

Abstract

This research was to study the factors affecting Intention to Adopt bullfight broadcasted through live streaming. The samples in this study were 400 members in “เพื่อนที่ถูกใจ The Battie สมรภูมิ สู้ยิบตา” group on Facebook who have watched bullfight online. The data collection instrument was a questionnaire. Cronbach’s alpha was adopted to consider the coefficient of reliability of the whole questionnaire whose result was 0.969. Descriptive statistics including mean and standard deviation were used for data analysis. Hypotheses were tested by inferential statistics using multiple regression analysis. The results revealed that the factors affecting Intention to Adopt bullfight broadcasted through live streaming were curiosity, perceived usefulness, and Joy whereas Gambling Motivation and micro-influencers were not.