隨 2019 年新型冠狀病毒肺炎(COVID-19)在全球蔓延，民眾對遊戲及遊戲 實況等娛樂活動的需求增加。然而，過去關於遊戲實況的文獻多在探究觀眾們觀 看實況之動機，鮮少有文獻探討實況中遊戲內容對觀眾的影響。本文從自我決定 理論的角度切入，欲考察「觀眾之帶入感」、實況中「遊戲情境」和「遊戲結 果」對觀眾「勝任感」及「連結感」的作用，試圖說明觀眾是如何透過觀看遊戲 實況獲得「享樂感」的。
　　本研究採用 2(實況遊戲情境:競爭 vs. 合作)× 2(實況遊戲結果:贏 vs. 輸)之雙因子組間設計，並依據受試者的帶入感分數將受試者分為「高帶入」和 「低帶入」兩組，以檢視三層交互作用之效果。實驗招募 128 位「曾觀看過遊戲 實況」之受試者填寫問卷。研究結果顯示:對低度帶入實況主的觀眾而言，在競 爭情境下，看見輸的結果會比看見贏的結果有更高程度的連結感，且連結感會正 向地影響享樂感。額外分析中則發現:享樂感除了源自於觀眾對實況主的帶入 感，也來自於觀眾在連結感上的需求滿足。需注意的是連結感分數普遍偏低，分析結果應更加保守謹慎對待。

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第二章 文獻回顧 6
第一節 概念化遊戲實況 6
第二節 自我決定理論與遊戲實況 7
第三節 實況中遊戲情境、遊戲結果與內在需求的關係 10
第四節 媒體享樂與內在需求 17
第五節 觀眾對實況主之帶入 18
第三章 研究方法 21
第一節 研究架構 21
第二節 實驗設計 22
第三節 實驗刺激物前測 23
第四節 正式施測刺激物 39
第五節 招募對象 39
第六節 正式施測流程 40
第七節 正式施測量表 41
第四章 研究結果分析 47
第一節 實驗受試者樣本 47
第二節 量表信度 49
第三節 操弄檢定 49
第四節 假設檢定 51
第五章 結論 59
第一節 研究發現與討論 59
第二節 學術與實務貢獻 65
第三節 研究限制與未來建議 66
第六章 參考文獻 69
附錄一 前測問卷 81
附錄二 正式施測問卷 86

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