遊戲「直播」間？遊戲化對直播持續使用意圖之影響

Play with Live Broadcasts? The Influence of Gamification on Continuance Intention

李家瑩(Chia-Ying Li) ； 方郁惠(Yu-Hui Fang) ； 溫冠倫(Guan-Lun Wun)

《資訊管理學報》 26卷3期 (2019/07) Pp. 241-273

摘要

隨著直播市場的蓬勃發展，如何在眾多的直播平台中脫穎而出，提升觀眾的參與度及持續使用意圖，已經成為直播平台業者高度重視的議題。過去直播相關文獻，大多著重於直播的技術層面，較少從觀眾的觀點出發，探討直播平台互動機制對於觀眾使用意圖之影響。因此，本研究以遊戲化理論中的Mechanics, Dynamics, Emotions（MDE）架構為基礎，探討遊戲化機制對於觀眾持續使用直播意圖之影響。透過網路問卷調查，共回收520份有效問卷，研究結果顯示遊戲化機制對於即時互動與沉浸有正向顯著影響；即時互動對沉浸與歸屬感有正向顯著影響；沉浸對於歸屬感有正向顯著影響，歸屬感會進一步提升觀眾的持續使用意圖。此外，高感知自主對歸屬感影響持續使用意圖方面具有干擾效果。本研究結果將作為直播平台業者執行策略時之參考。

關鍵字

遊戲化 ； 直播 ； MDE架構 ； 自我決定論

並列摘要

Purpose-With the advance of information technology, live-streaming is becoming more and more popular. Several types of live-streaming programs are broadcast on multiple channels, such as Twitch, Youtube, and 17. With increased live-streaming, will consumers continue to watching a specific live broadcasting? This study aims to explore the influences of gamification on consumers' continuance intention. Design/methodology/approach-The research framework was developed based on the Mechanics, Dynamics, Emotions (MDE) framework and the self-determination theory. Online questionnaire survey was used. A total of 520 valid questionnaires were collected in Taiwan. Partial-least squares was employed to test the research model. Findings-The results show that the game mechanism has a positive effect on online real-time interactivity and immersion. Online real-time interactivity has a positive impact on immersion and sense of belonging. Besides, immersion positively impacts sense of belonging, which further has a positive effect on the continuous intention. Finally, autonomy has a moderating effect on the relationship between sense of belonging and continuance intention. Research limitations/implications - This paper focuses on the impact of gamification on customers' continuance intention in the live-streaming context. However, this study does not incorporate the characteristics of live-streaming into the research model. Future search may take live-streaming specific factors into consideration. Furthermore, different live-streaming channels can be characterized by different game elements. This study explores gamification by using three game elements, in terms of rewards, badge, and ranking. Hence, future studies are recommended to consider differences between different live-streaming channels. Practical implications-This paper provides several managerial implications with managers of live-streaming channels for implementing marketing strategies. Managers can provide different types of game elements on live-streaming channels, so that streamer can select various element and utilize them flexibly to provide superior experiences for customers. Also, online streamers can authorize customers to design program content or rundown. When customer have high levels of perceived autonomy, the positive influences of sense of belonging on continuance intention would be strengthened. Originality/value-This paper is the first that applies the Mechanics, Dynamics, Emotions (MDE) framework in the live-streaming context. It advances gamification literature in explaining online customers' behaviors. The paper concludes with implications for managers and online streamers of live-streaming channels, and future directions for gamification research are also discussed.

並列關鍵字

gamification ； live-streaming ； Mechanics ； Dynamics ； Emotions (MDE) framework ； self-determination theory

參考文獻

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