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研究生:吳瑛惠
研究生(外文):Ying-Hui Wu
論文名稱:網路影音直播平台使用影響因素之研究-網路口碑與社群認同的整合性觀點
論文名稱(外文):A study of the factors affecting live stream network platform- Integration viewpoints of electronic word of mouth and Community Identity
指導教授:李國瑋李國瑋引用關係
指導教授(外文):Kuo-Wei Lee
學位類別:碩士
校院名稱:國立臺中科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:91
中文關鍵詞:知覺互動性知覺娛樂性網路口碑社群認同寂寞感
外文關鍵詞:Perceived InteractivityPerceived playfulnessElectronic word-of-mouthSocial identityLoneliness
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網際網路與資訊科技的蓬勃發展,讓上網更加方便且快速。在串聯技術及環境成熟的拉力之下,網路使用者的視聽習慣正慢慢地改變,對線上影音的需求也逐漸地增加。由於網路影音直播平台具有即時性、話題性與互動性等特性,比起傳統影音平台更能達到社群分享及擴散目的,使觀看網路影音直播漸漸成為台灣網路使用者的重要視聽行為。過去研究網路影音平台多著重於非即時性之影音平台,對於即時性影音平台較少著墨。因此,本研究以網路影音直播平台為研究主題,以理性行為理論(Theory of Reasoned Action, TRA)作為基礎,加入知覺互動性、知覺娛樂性、網路口碑、社群認同等變項,探討影響使用者使用網路影音直播平台之因素,並將寂寞感作為干擾變數,探討對使用者之使用意圖及行為關係之影響。利用SPSS與PLS統計軟體作為資料分析之主要工具,分析資料數據及理論模型之驗證。經由實證結果顯示,網路影音直播平台之特性對TRA構面間具有正向顯著影響,寂寞感具有正向顯著干擾,期望藉由初探性之研究,提供網路影音平台業者未來發展之參考及實務意涵。
With the speeding development of Internet and information technology, surfing the net becomes more convenient and faster. Because of the environmental affect, the users’ need of video and audio on the internet has been changed, and their needs of online video and audio are gradually increasing. Compare with classic video and audio platform, live video is more instant, topical and interactive. Also it is more socialize and easier to spread out the news. With the reasons above, the live video has becoming the main choice for internet users in Taiwan. Most of previous studies about internet media focus more on the non-real-time video platform instead of the live video platform. As a result, this study will focus on the live video. Based on Theory of Reasoned Action (TRA), this study is included “Perceived Interactivity”, “Perceived playfulness”, “Electronic word-of-mouth”, “Social identity” and “Loneliness” to find out the factors that affect stream network platform to understand the relationship between what the users’ intentions are and how they use the live video platform. This study uses SPSS and Smart PLS statistic software to analyze data.
The study show the following results:
(1) Perceived interactivity has positive influence on attitude.
(2) Perceived playfulness has positive influence on attitude.
(3) Electronic word-of-mouth has positive influence on attitude.
(4) Electronic word-of-mouth has positive influence on subjective norm.
(5) Social identity has positive influence on subjective norm.
(6) Loneliness has a positively moderating effect between behavioral intention and actual behavior. In conclusion, this paper will provide the management practice and future research directions based on the research findings.
摘要 i
Abstract ii
致謝詞 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 理性行為理論 7
第二節 知覺互動性 12
第三節 知覺娛樂性 14
第四節 網路口碑 16
第五節 社群認同 19
第六節 寂寞感 21
第三章 研究方法 23
第一節 研究架構 23
第二節 研究假說 24
第三節 各研究變數之操作性定義與衡量 30
第四節 問卷設計 38
第五節 資料分析方法 40
第四章 資料分析 42
第一節 樣本結構敘述分析 42
第二節 變項之敘述性統計 43
第三節 各構面之信度與效度分析 46
第四節 迴歸分析 57
第五節 部份最小平方法分析 61
第五章 結論與建議 63
第一節 研究結果 63
第二節 研究貢獻與管理意涵 66
第三節 研究限制 69
第四節 後續研究之建議 70
參考文獻 71
附錄─正式問卷 87

表目錄
表3-1 知覺互動性之定義與衡量問項 30
表3-2 知覺娛樂性之定義與衡量問項 31
表3-3 網路口碑之定義與衡量問項 32
表3-4 社群認同之定義與衡量問項 33
表3-5 寂寞感之定義與衡量問項 34
表3-6 使用態度之定義與衡量問項 35
表3-7 主觀規範之定義與衡量問項 36
表3-8 行為意圖之定義與衡量問項 37
表3-9 使用行為之定義與衡量問項 37
表4-1 樣本結構次數分配表 42
表4-2-1 使用意圖影響量表 43
表4-2-2 使用態度影響量表 44
表4-2-3 使用態度個別題項量表 44
表4-2-5 主觀規範影響量表 45
表4-2-6 主觀規範個別題項量表 46
表4-3-1 知覺互動性之因素結構摘要表 47
表4-3-2 知覺互動性之信效度分析表 47
表4-3-3 知覺娛樂性之因素結構摘要表 48
表4-3-4 知覺娛樂性之信效度分析表 48
表4-3-5 網路口碑之因素結構摘要表 49
表4-3-6 網路口碑之信效度分析表 49
表4-3-7 社群認同之因素結構摘要表 50
表4-3-8 社群認同之信效度分析表 50
表4-3-9 使用態度之因素結構摘要表 51
表4-3-10 使用態度之信效度分析表 51
表4-3-11 主觀規範之因素結構摘要表 52
表4-3-12 主觀規範之信效度分析表 52
表4-3-13 使用意圖之因素結構摘要表 53
表4-3-14 使用意圖之信效度分析表 53
表4-3-15 使用行為之因素結構摘要表 53
表4-3-16 使用行為之信效度分析表 54
表4-3-17 寂寞感之因素結構摘要表 54
表4-3-18 寂寞感之信效度分析表 55
表4-3-19 各構面之區別效度表 56
表4-4-1 使用態度之迴歸分析表 57
表4-4-2 主觀規範之迴歸分析表 58
表4-4-3 使用意圖之迴歸分析表 59
表4-4-4 使用行為之迴歸分析表 59
表4-4-5 寂寞感之迴歸分析表 60
表4-5 研究假設檢定結果彙整 62

圖目錄
圖 1-1 全球觀看隨選視訊之選用媒體類型百分比 1
圖 1-2 亞洲各國造訪多媒體影音概況 2
圖 1-3 全球影音串流產業價值預測 3
圖 1-4 研究流程圖 6
圖 2-2 修正後的理性行為理論圖(TRA) 11
圖 3-1 本研究之研究架構圖 23
圖 4-1 PLS模型驗證結果 62
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