應用狩野模式探討網路互動式直播之魅力感質因素

隨著社群網路的蓬勃發展，衍生出多元化的社群媒體，消費者對於社群媒體的依賴度增高，社群媒體在經營資源組合與管理上扮演著重要的角色，其中網路線上直播成為社群媒體產業發展極為迅速的業別之一。本研究從直播用戶與相關產業供應商的角度蒐集資料，以資料分析、文獻探討、量表設計與調查，進行才藝直播之感質魅力因素分析探討。應用狩野模式之「雙向問卷」方法，探討才藝直播之感質因素與用戶滿意度間的關聯性。本研究結果顯示出各種屬性項目與滿意度間存在非線性與不同線性之二維品質分類關係，由分析出的Kano品質概念可了解用戶對於才藝類直播品質需求差異，配合精化二維品質模式將其重要度做高低之劃分，總結出用戶對於觀看直播之高魅力感質因素，以運用為才藝直播相關產業設計策略擬定之參考依據，協助釐清其經營現況之癥結，並冀望拓展表演藝術與直播產業之轉型，以填補目前才藝直播產業關係人與直播用戶之互動關連性研究之不足。

關鍵字

網路互動式才藝直播；狩野模式（Kano Model）；感質評價模式；精化二維品質模式

並列摘要

With the vigorous development of social networks, diversified social media have been derived, and consumers' dependence on social media has increased. This research collects data from the perspectives of live broadcast users and related industry suppliers, and analyzes and discusses the quality and attractive factors of talent live broadcast through data analysis, literature discussion, scale design and investigation. The results of this research show that there are nonlinear and different linear two-dimensional quality classification relationships between various attribute items and satisfaction. The Kano quality concept analyzed can understand the differences in users' demand for talent live broadcast quality, and cooperate with the refined two-dimensional quality model. Divide its importance into high and low levels, summarize the high attractiveness factors of users for watching live broadcasts, and use them as a reference for the formulation of design strategies for talent live broadcast-related industries, help clarify the crux of their current business conditions, and hope to expand performing arts and entertainment. The transformation of the live broadcast industry is to fill the gap of the current research on the interaction and correlation between stakeholders and live broadcast users in the talent live broadcast industry.

並列關鍵字

Online interactive talent live streaming ； Kano Model ； Qualia ； Refined Kano Model

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