Özet:

The communication tools enriched with today’s technology, along with the rapid development of the Internet, have made it possible for anyone who is connected to the Internet on the live streaming-oriented social network platforms to produce content, i.e. user-driven content. However, the publishers who can produce content on these platforms can also be viewed by anyone who has an internet connection. The publishers who produce content in their publications, thanks to this content, can get income depending on the number of viewers. Sometimes it can be small, but sometimes it can be very high. In this study, Twitter TV users on Facebook, a social network platform, have been traced by the use of this platform motivations, the Theory of Uses and Doyums. In this context, the donation behavior of users who have previously spent on the platform has been evaluated within the framework of the use motivations and the impact of the use motivations on the donation behavior has been studied. As a result, there are significant differences in satisfaction on users who have previously spent on Twitch TV and users who have not previously spent, while users who have previously spent have found that only socialization satisfaction has a significant impact on donation behavior. The time spent on the platform has also been seen to increase the satisfaction received from the platform.

Özet:

Today’s communication tools enriched by technology as well as rapid development of the internet have allowed individuals with internet connection generate content, user generated content, on social network platforms which focus on live broadcasting. Also, anyone with internet connection has become to be able to watch streamers who generate content on these platforms. The streamers generating content for their streams can earn income depending on the number of their audiences viewing their content. Although the income these streamers make may be small amounts, some streamers manage to achieve high income levels. In this study, the motivations of Twitch TV users on Facebook, one of the leading social network platforms, was examined based on the Uses and Gratifications Theory. In this context, the donation behaviour of users who spent money on the platform was evaluated through their usage motivations and the effect of usage motivations on the donation behavior was investigated. Consequently, while significant differences were observed in terms of usage motivations between the users who spent money and users that didn’t on the platform, it was found that only socializing motivation had an effect on the donation behavior of the users spending money. It was also observed that the time spent on Twitch TV increased the gratifications that users felt from the platform.

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