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  • 學位論文

影響直播斗內行為因素之研究

A Study of Exploring Factors Affecting Donation Behavior in Live Streaming

指導教授 : 劉熒潔
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摘要


隨著網路直播的迅速發展,直播不在只侷限於電視以及電腦,智慧型手機以及平板,也成為直播環境中的重要參與者。也因為網路直播的便利性,人人都可以透過直播與他人分享自己的生活,直播主透過直播與觀眾們互動,進而收取觀眾的的斗內,由於網路直播的人數越來越多,甚至衍伸出了一種新型態的職業『直播主』。 在網路直播的環境當中,斗內行為扮演著非常重要的角色,它不只可以增加直播主的收入,也是觀眾以及粉絲跟直播主互動的一種重要方式,而在過往的文獻關於網路直播當中斗內行為的研究較少,也缺乏一個系統性的研究,因此本研究想探討人們為什麼會想要斗內(Donate)直播主,經由文獻分析本研究挑選了三個前置構面:直播主吸引力、直播平台經營策略以及觀眾個人動機等,利用對直播主的黏著度當成中介因素,最後影響觀眾的斗內意願。經由文獻探討,三個構面各找尋出兩個變數,共六個變數,分別為知覺娛樂性、炫耀、直播平台活動、直播平台吸引力、互動性以及認同。 本研究透過線上以及實體問卷的發放收集了209份有效問卷,結果發現知覺娛樂性、直播平台活動、認同感、互動性對於黏著度有顯著影響,炫耀性以及直播平台吸引力對於黏著度則無顯著影響,而黏著度對於斗內意願有顯著影響,透過研究結果提出相關結論,解釋研究限制以及提供未來研究方向建議,給予直播主、觀眾、直播平台以及未來研究者參考。 關鍵字:黏著度、斗內意願、知覺娛樂性、炫耀、直播平台活動、直播平台吸引力、互動性、認同

並列摘要


With the rapid development of live stream broadcasting, live stream broadcasting is not limited to TV and computers, smartphones and tablets, but also is becoming an important participant in the live stream environment. Because of the convenience of live stream, everyone can share their live stream with others through the live stream platforms. The live streamers interact with the audience through the live stream platforms, and then collect the audience's donations. As the numbers of live streamers increas, it even spreads out. A new type of professional " live streamers " arises. This study mainly wants to explore why people intent to donate to the live streamers. Through literature analysis, this study selects three dimentions: the main attraction of the live streamers, the management strategy of the live streaming platform, and the motivation of the audience. The factor of adhesiveness is as an intermediary factor, which ultimately affects the audience’s intention to donate. Through literature discussion, two variables were found for each dimension, a total of six variables are identified : adhesiveness, intention of donation, perceived playfulness, conspicuous consumption, live streaming platform activity, live streaming platform attraction, interaction and identity. This study collected 209 valid questionnaires through online and hard copy questionnaires. It was found that perceived playfulness, live streaming platform activity, identity, and interaction have significant effects on adhesiveness, but conspicuous consumption and live streaming platform attraction have no significant effects on adhesiveness. Also, the degree of adhesiveness has a significant impact on the intention of donation. Through the research results, conclusions, research limitations, and suggestions for future research directions are provided for live streamers, fans, live streaming platform, and future researchers. Keywords: adhesiveness, donation, perceived playfulness, conspicuous consumption, live streaming platform activity, live streaming platform attraction, interaction, identity

參考文獻


中文文獻
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