探討遊戲實況對玩家遊戲意圖之影響─以訊號理論及S-O-R模式為觀點

林怡芬

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探討遊戲實況對玩家遊戲意圖之影響─以訊號理論及S-O-R模式為觀點

Investigation of the Impact of Game Broadcasting on Players' Intention to Play the Game─Signaling Theory and S-O-R Model Perspectives

林怡芬 , Masters　　Advisor：廖則竣　　

繁體中文

擬社會互動；實況主特質；訊號理論；實況網站；遊戲實況； S-O-R模式； Broadcaster' s Characteristics ； Signaling Theory ； Live Streaming Platforms ； Game Broadcasting ； Parasocial Interaction ； S-O-R Model

Abstract │ Reference (112) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

It is showed that game industry has massive business opportunity, and it will have considerable space to grow in the future. Therefore, how to enhance players' intention to play games is always a quite important issue in game industry. Live streaming platforms, which combine the function of video sharing and online synchronous interaction, has become one of the most popular web services in recent years, such as Justin.tv, Twitch, etc. The effects which game broadcasting brings to netizens is considerable among others. With widespread phenomenon of game broadcasting in Taiwan and all over the world, it has already highly raised game practitioners' awareness. However, there are few researches to probe about live stream platforms. In order to fill this research gap, this research uses S-O-R model and signaling theory to outline the research model of that game broadcasting affects players' cognition and subsequently affects players' intention.

This research conducted a 2x2x2 laboratory experiment, which recruited 120 subjects. According to the results of multiple analysis of variance(MANOVA) and structural equation modeling(SEM), it is showed that signal frequency and signal length have significant impact on perceived enjoyment, and signal observability has the moderating effect on perceived game quality to intention to play the game. The extent of intention to play the game is mainly determined by perceptions of game quality and continuance intention to watch the game broadcasting. In addition, it is found that broadcaster' s characteristics and parasocial interaction have significant impact on perceptions of game quality and perceived enjoyment. Based on the results of this study, we discussed the implications for future research and for game practitioners to propose different marketing strategies.

Reference ( 112 ) 〈TOP〉

王思樺（民98）。購物網站廣告媒體使用策略之傳播效果—廣告信號效果觀點。國立政治大學廣告研究所碩士論文，未出版，台北市。
連結：
陳冠霖、楊書成、馮文賢、唐順明、戴逸民（民101）。從訊號理論與推敲可能性模式探討線上社群信任與忠誠度之研究。電子商務學報，14（1），73-96。
連結：
丁鴻裕（民101年4月2日）。台灣數位遊戲市場發展分析。財團法人資訊工業策進會產業情報研究所。民102年8月29日，取自：http://www.iii.org.tw/Default.aspx
連結：
DFC Intelligence. (2013, June 4). DFC Intelligence Forecasts Worldwide Online Game Market to Reach $79 Billion by 2017. Retrieved December 1, 2013, from http://www.dfcint.com/wp/?p=353
連結：
Belch, G. E. (1982). The effects of television commercial repetition on cognitive response and message acceptance. Journal of Consumer Research, 9(1), 56-65.
連結：

Times Cited (1) 〈TOP〉

吳秉勳(2016)。觀眾對電玩遊戲女實況主的認知、觀看滿足感、互動行為之初探。中正大學傳播學系電訊傳播研究所學位論文。2016。1-78。

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