- 學位論文
網路直播：直播平台優勢、直播主吸引力、閱聽者個人動機、以及黏著度
Online Live Streaming：Exploring the Relationship Among Advantage of Platform, Attractiveness of Broadcaster, Personal Motivation, and Stickiness
摘要
網路直播的出現造成網路中的一股熱潮，它與過去的社群媒體大不相同，帶給人們更有臨場的感受、更即時的互動性。現今人們資訊吸收已不限於來自電視台，大部分的人們都以使用網路為主，因此，人們紛紛使用網路直播來與他人以一對多的方式進行即時連線，更有許多人利用網路直播建立自己的網路直播節目以此來獲利。本研究將針對閱聽者對網路直播的黏著度進行探討，了解閱聽者以什麼樣的原因對網路直播如此著迷，以三大構面(共11個因素)，直播平台優勢(臨場感、即時性、互動性、內容品質)、直播主吸引力(真實性、幽默感、個人魅力)、閱聽者個人動機(獲取資訊、享樂、消磨時間、好奇)對黏著度進行探討，而本研究將區分網路直播平台黏著度以及直播主黏著度進行分析。研究結果發現，網路直播平台優勢對於直播平台黏著度並無顯著影響，而直播主吸引力必須透過直播主黏著度的間接關係才會影響到直播平台黏著度，另外，閱聽者個人動機不論是透過直播主黏著度的間接關係或是直接對網路直播平台都是有黏著度的。期待透過本研究之研究結果幫助想進入此市場的經營者了解閱聽者對網路直播的黏著度主因。
並列摘要
Online live streaming caused the emergence of a new trend, it was very different with social media in the past, bring people a more live feel, more real time interactivity. Now people absorb from your TV are not limited to, most of the people are using the network. Therefore, people have been using live online, in real time with others in a number of ways, there are many people who use online live streaming set up their own network in order to make a profit. This study will address the audience to discuss the degree of stickiness to online live streaming, know the audience so obsessed with what kind of reason to online live streaming. In three dimensions, exploring the relationship among advantage of platform, attractiveness of broadcaster, personal motivation, according to stickiness discuss. This research will distinguish online live streaming platform stickiness and live primary stickiness to analyze. The results of the study indicates attitude exploring the relationship among advantage of platform is not influence the intention of online live streaming platform stickiness. Attractiveness of broadcaster will indirectly affect the online live streaming platform stickiness. Personal motivation whether it is through a live audience the primary stickiness of indirect or direct online live streaming platform stickiness are with stickiness.