遊戲實況中社會臨場感與資訊價值對享樂感和打賞行為意圖的效果研究

The impacts of social presence and information value on enjoyment and the intention of donation behaviors during game streaming

黃博億(Bo-Yi Huang)

指導教授 ： 陳延昇

國立交通大學/人文社會學院/傳播研究所/碩士(2018年)

摘要

本研究針對遊戲實況平台的風格、觀眾享樂感，以及後續的打賞行為意圖進行分析。以實驗法操弄遊戲實況特性，希冀能更貼近實際在遊戲實況中的運作。研究中遊戲實況平台被視為線上的虛擬社群，在聊天室的互動能帶來「社會臨場感」的感受，讓觀眾察覺其中的社交線索，進而感知到他人的真實存在。而遊戲實況主的風格展現也是實況平台的要點，研究中以「資訊價值」作為區分依據，觀眾是否能自實況過程中得到充足知識，也是許多人選擇實況台的依據，並以「幽默誇張」程度作為調節因素。
研究結果發現，「資訊價值」對於「享樂感」和「打賞行為意圖」都有正向關聯，而「社會臨場感」對兩者皆無產生影響，而對遊戲實況主的「情感依附」則是「資訊價值」與「打賞行為意圖」的中介因素。實況主的風格也決定了觀眾的態度和反應，對遊戲已有瞭解的觀眾偏好高資訊價值而低幽默程度的遊戲實況，也在觀看遊戲實況得過程中，帶給此群體更高的享樂感。而對於遊戲未有深刻瞭解的觀眾，幽默程度則不會影響其在實況過程中的享樂感。且遊戲實況平台的支付便利程度會正向的影響觀眾的打賞行為意圖。此外，更可從研究結果推論，遊戲實況的聊天室對於觀眾「享樂感」以及「打賞行為意圖」並無太大關聯。

關鍵字

打賞行為意圖 ； 社會臨場感 ； 情感依附 ； 享樂感 ； 資訊價值 ； 遊戲實況

並列摘要

This study examines the style of game streaming platforms, the enjoyment of the viewers, and the intention behind donation behaviors. Experimental method is applied to control the characteristics of game streaming with the attempt to achieve realistic streaming situations. Game streaming platform in this study is regarded as an online virtual community where interactions in the chat rooms can bring a sense of “social presence” to the viewers, allowing them to observe social clues and in turn perceive the actual existence of others. The style of the streamer is of crucial importance with “Information value” set for measurement. While many may choose their channel depending on whether the streaming is informative, “humorous and dramatic” is regarded as a moderator.

The result of the study reveals that “information value” is positively correlated with both “enjoyment” and “intention of donation behaviors” whereas “social presence” show no effect on the two. Meanwhile, “emotional attachment” to the streamer is the mediator of “information value” and “intention of donation behaviors.” The style of the streamer determines the attitude and response of viewers. Those who know the game well prefer streaming with higher information value and lower humor level, which also bring more enjoyment to the group during the game. To those who are new to the game, level of humor does not affect their enjoyment. Also, payment convenience shows a positive correlation with the viewer’s intention of donation. On the basis of the result, it could be further deduced that the chat rooms in streaming show no significant relation with “enjoyment” and “intention of donation behaviors.”

並列關鍵字

intention of donation behaviors ； social presence ； emotional attachment ； enjoyment ； information value ； game streaming

參考文獻

參考文獻

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