運用跨層次分析探討影響直播網站持續觀看意圖之研究

近年來網路直播的出現造成網路中一股新的熱潮，與以往過去的社群媒體不相同，網路直播更能帶給觀眾臨場感、更即時的互動性。如今吸收資訊不只是來自於電視，大部分的人更是以網路為主，除了透過電腦進行網路直播之外，還可以透過智慧型手機隨身隨帶的方便性，讓直播主使用網路直播的頻率相對提高，所以許多人們開始建立自己的網路直播節目，利用網路直播來獲取利益。本研究主要探討自我彰顯、自我揭露、自我效能、黏著度及持續觀看意圖的影響，從觀眾群與網路直播平台兩個層面，分別探討直播主魅力、價格敏感度與產品知識對黏著度的影響，進一步瞭解黏著度對持續觀看意圖的影響關係。以問卷統計調查來分析結果，共計700份問卷，回收597份有效問卷，有效問卷回收率為85.28%。研究結果顯示如下：一、自我彰顯、自我揭露與自我效能對於黏著度皆具有正向顯著影響。二、黏著度對於持續觀看意圖具有正向顯著影響。三、價格敏感度對於自我彰顯與黏著度具有調節效果。四、產品知識分別對於自我彰顯、自我揭露、自我效能與黏著度皆具有調節效果。五、直播主魅力分別對於自我彰顯、自我揭露、自我效能與黏著度皆具有調節效果。

關鍵字

自我彰顯；自我揭露；自我效能；價格敏感度；黏著度；直播主魅力

並列摘要

In recent years, the emergence of live webcasting has created a new fever in the Internet. Different from the previous social media, the live webcasting can bring a better sense of presence to viewers, namely the interaction in a more real-time sense. Nowadays, the information is acquired not just from television but mainly from the Internet by most people. In addition to live webcasting through computers, the live webcasting using frequency by live-broadcasters can also be relatively increased through the smartphones that can be carried around conveniently. Therefore, many people start to establish their own live webcasting programs and use live webcasting to make profits. This study mainly explores the influence of self-expression, self-disclosure, self-efficacy, stickiness and continuous watching intention and explores the influence of attractiveness of broadcaster, price sensitivity and product knowledge on stickiness respectively from the two levels of audience group and live webcasting platform to further understand the influence relationship between stickiness and continuous watching intention. The questionnaire survey is used to analyze the results. There are 700 questionnaires issued and 597 valid questionnaires collected totally, achieving a valid questionnaire response rate of 85.28%. The study results are shown as follows: 1. Self-expression, self-disclosure and self-efficacy all have a significant positive influence on stickiness. 2. Stickiness has a significant positive influence on continuous watching intention. 3. Price sensitivity has a moderating effect on self-expression and stickiness. 4. Product knowledge has a moderating effect on self-expression, self-disclosure, self-efficacy and stickiness respectively. 5. Attractiveness of broadcaster has a moderating effect on self-expression, self-disclosure, self-efficacy and stickiness respectively.