棒球直播環境的社群動態和體驗對社群情感氛圍之形塑與衍生價值

Covid-19疫情肆虐，致使蓬勃發展的網路直播成為職棒球團挽救觀眾流失的重要管道。然而，如何帶動直播社群的情感氛圍，與營造職棒現場情感氛圍的策略是不同的。傳統個體層次的層級效果模式無法解釋在群體層次直播環境下，觀眾互動衍生的情感氛圍和行為意向。本研究建構直播「內容認知－社群情感氛圍－行為意圖」群體層次層級效果模式，透過347份樣本採階層線性迴歸驗證假說。結論顯示觀看直播的觀眾瀏覽到一致性高的正／負面留言時，會形塑正／負向社群情感氛圍，進而影響持續觀看意願。觀眾的感官和情感體驗會正向強化一致正面留言和正向社群情感氛圍間關係，關聯體驗會正向強化一致負面留言和負向情感氛圍間關係；反之，情感體驗會負向弱化其間關係。

關鍵字

直播；職棒；社群情感氛圍；留言一致性；體驗；持續觀看意願

並列摘要

The Covid-19 pandemic has made the booming live-streaming a vital way for professional baseball teams to save audience losses. However, how to drive the affective tone of the live-streaming community is different from the strategy of creating an affective tone on the scene of professional baseball. The traditional hierarchy-of-effects model focuses on the individual-level, which cannot explain the social affective tone and behavioral intentions derived from audience interaction in a group-level baseball live-streaming environment. This study constructs a hierarchy-of-effects model at the group level of "content cognition-social affective tone-behavioral intention" and tests the hypotheses by hierarchical linear regression through 347 samples. The conclusion shows that when audiences watch the live-streaming and browse the message with high positive/negative consistency, it will form a positive/negative social affective tone, which in turn affects the willingness to continue watching. The audiences' experiences of sensory and affective will positively strengthen the relationship between consistent positive messages and a positive social affective tone. Relational experience will positively enhance the relationship between consistent negative information and a negative affective tone; conversely, the affective experience will weaken the above relationship.

並列關鍵字

live streaming ； professional baseball ； social affective tone ； message consistency ； experiential marketing ； continuance watching intention

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