直播主技巧與直播效益的關係: 商品類型與直播者性別、學歷及年資的交叉分析

The Relationship between Streaming Skills and Streaming Benefits: A Cross-Analysis of Product Types and the Gender, Education, and Seniority of Live Streamers

江允中(Yun-zong Jiang)

指導教授 ： 羅景文

健行科技大學/商管學院/企業管理系碩士班/碩士(2018年)

摘要

研究調查網路直播主的直播技巧及其對直播效益的看法，受訪直播主的銷售商品類型區分:化妝與保養品、遊戲體育娛樂及其他三大類。分析50位直播主回應的資料獲得以下發現:首先，化妝與保養品的女性直播主比率高於男性直播主。其次，化妝與保養品直播效益顯著高於遊戲體育娛樂及其他類商品。此外，男性直播主直播遊戲體育娛樂類商品的直播效益高於女性直播主；女性直播主直播化妝與保養品類商品的直播效益高於男性直播主。最後，直播主的直播技巧與直播效益具有顯著正向關聯性。本文討論研究發現的實務應用意涵。

關鍵字

直播主 ； 直播效益 ； 性別 ； 商品類型

並列摘要

This study investigated the streaming skills of live streamers and their views on theirstreaming benefits. The product types the live streamers interviewed sold werecategorized as makeup and skin care, games, sports and entertainment, and others. The study analyzed the responses of fifty live streamers and found the following results. First, in terms of make up and skin care, the ratio of female streamers was higher than that of male streamers.Second, the steamingbenefits of streaming makeup and skin care products were significantly higher than those of games, sports and entertainment.In terms of streaming games, sports and entertainment, the streaming benefits of male streamers were higher than those of female streamers; in terms of streaming makeup and skin care,the streaming benefits of female streamers were higher than those of malestreamers.Finally, there was a significant positive correlation between the streaming skills of live streamers and streaming benefits.This studyalso discussedthe practical implications of its findings.

並列關鍵字

Live streamers ； Streaming skills ； Streamingbenefits ； Social media platforms ； Streamingplatforms

參考文獻

中文文獻

1. 白琨庭(2015)。直播、實況的盛行時代。

http://www.eolsocial.com/hot_detail.php?NNo=49。

2. 吳查理(2017)。分析17個你不可不知的行銷趨勢(下)。http://www.gocharliego.com/2016/12/2017-17-marketing-trends-2.html。

3. 李亞、武潔、黃積武、黃碩(2017)。直播—獲利全攻略：從網紅主播、幕後推手到平臺經營，立馬搞懂直播產業與周邊商機。臺北市：大是文化。