休閒型實況主的來源可信度、直播環境氛圍對目標視聽眾知覺價值影響之研究

Study of Source Credibility of the Casual Live Streamers and Impact of Streaming Environment Atmosphere on Audiences' Perceived Value

賴明政(Ming-Cheng Lai) ； 吳宗曄(Tsung-Yeh Wu) ； 盧學瑩(Hsueh-Ying Lu)

《行銷評論》 18卷1期 (2021/06) Pp. 1-34

摘要

隨著網路技術進步及創新，網路直播成為新的應用技術，而直播平台的產值呈大幅度倍數成長，電競的風潮結合了直播技術，帶動了遊戲實況產業的蓬勃發展。過去遊戲廠商都是藉由明星、名人等進行代言，但近日趨勢有所改變，實況主成為遊戲廠商偏好的代言對象，實況平台也漸漸成為廣告商投放廣告的目標市場。故本研究透過對於遊戲實況不同涉入程度的目標視聽眾，其來源可信度、環境氛圍、知覺價值與購買意願之關係進行討論。在PTT上以非隨機便利抽樣方式發放。研究發現：1.實況主的吸引力、專業性及實況直播時的環境氛圍都會顯著而正向的影響目標視聽眾的知覺價值。2.知覺價值會顯著正向影響購買意願。3.目標視聽眾的涉入程度會正向強化實況主的專業性對知覺價值的影響。研究結果有助於實況平台實務上，研擬未來發展方向時的參考，也對實況主直播情境提出具體之建議，並藉此實證研究與發現或可擴增或補強現今對於實況直播平台及實況主特性等研究議題的不足。

關鍵字

電競 ； 實況主 ； 來源可信度 ； 環境氛圍 ； 知覺價值 ； 涉入程度 ； 購買意願

並列摘要

As the advancement and innovation of network technology, live steam has become a new application of technology. This also soared the production value of live stream platforms. Though integrating the trend of eSport and live stream technology, the gaming industry has flourished in recent years. In the past, game companies looked for celebrities for endorsement; however, these companies favor streamers these days. Streaming platforms gradually become new targets where more marketers are putting their adverts. This study focuses on the relationship between source credibility, environment atmosphere, perceived value and purchase intention toward different audience involvement. This study finds out 1. Attractiveness and expertise of a streamer and the streaming atmosphere have positive and notable influence on determining audiences' perceived value. 2. Perceived value positively affects audiences' purchase intention. 3. Audience involvement positively enhances the streamer's expertise on the impacts of perceived value. This study can be helpful for dealing with implementation of streaming platforms and regarded as a reference for future development. This study can also provide constructive suggestions to the streaming environment, and hence make up for the insufficiency of current study regarding streaming platforms and streamers' characteristics at present.

並列關鍵字

eSport ； streamer ； source credibility ； environmental atmosphere ； perceived value ； involvement ； purchase intention

參考文獻

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