臺灣博碩士論文加值系統

近年來直播平台盛行，透過影像即時的傳送,直播者針對觀眾留言進行即時回覆，讓觀眾有一種如臨現場的感覺，使觀眾在使用動機上有了更大的提升，順應著這股趨勢，許多直播上的宣傳行為因而興起。而網路直播的使用部分來自於獲取知識的需求，在此基礎下，隨著臉書成身為當前直播及資訊交流最頻繁的平台系統，政治人物也順應趨勢利用此平台宣傳因而造就直播發達。
雖然政治人物已經逐漸廣泛地直播平台，但卻較少研究針對此議題深入探討，因此本文將聚焦在政治人物與民眾直播的互動上。透過探討觀眾觀後所產生的滿足感與政治效能感能否確實促使他們觀看政治直播甚至持續觀賞意圖，並且以涉入度為主軸，區別涉入度在不同情境下對於意圖之間的效果是否有所差異。
研究對象以有觀賞政治直播的群眾為主，以網路問卷呈現並發放314份問卷,嘗試了解政治涉入度是否會影響群眾觀看直播及參與政治的意圖。 除此之外，本研究探討使用與滿足理論中的滿足感，觀看是否具中介效果，並以政治效能感作為調節變數。根據研究結果，也證實滿足感確實會影響閱聽眾在參與政治及觀看直播之意圖，並確定政治效能感對於參與政治及觀看直播不具調節效果，礙於研究限制，未來研究能夠探討投票意願，觀看涉入度與意圖是否能確實轉換成選票，透過滿足閱聽人需求這項關鍵因子，未來政治活動中該如何操作新媒體呈現符合閱聽眾需求的直播內容及妥善利用資源進行精確的媒體露出，將成為必備的課題，而新媒體直播的應用也替過往訴諸激情的傳統選戰投入不同的化學效應。

Nowadays, live platforms are gaining popularity by their abilities to transfer images and enable politicians to respond to viewers’ comments simultaneously. By creating a sense of presence to their viewers, it increasingly motivates viewers to participate in these live webcasts. A number of promoting strategies emerged on live webcasts in the wake of this tide. Need for acquiring knowledge is part of the reason why people engage in live webcasts on Internet. And Facebook has become the dominant platform for exchange of information and live webcasts. Therefore, politicians have been making good use of this trend to promote themselves and have gotten positive results. Even though there are an increasing number of politicians using live webcasts as a tool, seldom do people conduct in-depth studies of this subject.
Hence, this essay will be focusing on the interaction between politicians and viewers. In order to see whether the satisfaction which comes after watching live webcasts can encourage the viewers to further participate in political live webcasts, or even continuing the action of watching live webcasts, and in terms of the degree of political involvement, to differentiate whether the degree of involvement under various circumstances would affect people’s intention, 314 online surveys which mainly aim at people who watch political live webcasts were collected. Trying to get a better understanding of whether political involvement will influence people’s willingness to watch live webcasts and their intention to engage in politics.
Besides, using political efficacy as a variable to look closely at gratifications in the uses and gratifications theory, and to see if there is any mediating effect in viewing itself. According to the research results, it also proves the gratifications in the uses and gratifaction does affect the views's intention to participate in politics and watching live webcasts, and to determine that political efficacy has no effect on participation in politics and watching live webcasts.Due to the restriction of research, I hope I could further study in voting intention in the future and see if viewers’ viewing involvement and their intention could turn into real votes in elections. How politicians manipulate contents of live webcasts for their viewers, and how they make good use of resources to precede precise media exposure in future political campaigns with the key factor of meeting people’s needs, are necessities to them. And the application of live webcasts is going to influence conventional election campaigns which appeal to emotion and passion.

摘要 i
Abstract ii
目錄 iii
表目錄 iv
圖目錄 v
1. 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
2. 文獻探討 5
第一節 直播 5
第二節 涉入度 6
第三節 使用與滿足感 9
第四節 政治效能感 11
第五節 參與意圖 12
第六節 持續參與意圖 13
3. 研究方法 16
第一節 研究架構與假設 16
第二節 概念定義與操作化 19
第三節 小結 22
4. 資料分析 25
第一節 樣本基本資料分析 25
第二節 問卷量表之信度與效度檢驗 26
第三節 研究變數之因果模式分析 29
第四節 研究變數之調節效果分析 33
5.結論與建議 36
第一節 研究結果與討論 36
第二節 管理意涵 38
第三節 研究限制 40
第四節 未來研究之建議 41
第五節 總結與未來展望 42
參考文獻 46
附錄 50

Abramson, P. R., & Aldrich, J. H. (1982). The decline of electoral participation in America. American Political Science Review, 76(3), 502-521.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior Action control (pp. 11-39): Springer.
Ajzen, I., & Driver, B. L. (1991). Prediction of leisure participation from behavioral, normative, and control beliefs: An application of the theory of planned behavior. Leisure sciences, 13(3), 185-204.
Andrews, J. C., Durvasula, S., & Akhter, S. H. (1990). A framework for conceptualizing and measuring the involvement construct in advertising research. Journal of advertising, 19(4), 27-40.
Apsler, R., & Sears, D. O. (1968). Warning, personal involvement, and attitude change. Journal of personality and social psychology, 9(2p1), 162.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological bulletin, 88(3), 588.
Bhattacherjee, A. (2001a). An empirical analysis of the antecedents of electronic commerce service continuance. Decision support systems, 32(2), 201-214.
Bhattacherjee, A. (2001b). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 351-370.
Blumler, J. G., & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research (Vol. 1974): Sage Publications, Inc.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. Sage focus editions, 154, 136-136.
Campbell, D. T., & Fiske, D. W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological bulletin, 56(2), 81.
Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 15(2), 210-224.
Cheung, C. M., & Lee, M. K. (2009). Understanding the sustainability of a virtual community: model development and empirical test. Journal of Information Science, 35(3), 279-298.
Conway, M. M., & Feigert, F. B. (1976). Political analysis: an introduction: Allyn & Bacon.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of applied social psychology, 22(14), 1111-1132.
Dickson, P. R., Burnkrant, R. E., Miniard, P. W., & Unnava, H. R. (1986). If it isn't a Duck then why did it Quack? Competing Explanations for an Observed Effect of Illustrations in an Advertisement. ACR North American Advances.
Dwayne Ball, A., & Tasaki, L. H. (1992). The role and measurement of attachment in consumer behavior. Journal of consumer psychology, 1(2), 155-172.
facebook. (2018). Nearly two billion people have watched Facebook Live broadcasts.
Fisher, R. J., & Wakefield, K. (1998). Factors leading to group identification: A field study of winners and losers. Psychology & Marketing, 15(1), 23-40.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Ha, L., & James, E. L. (1998). Interactivity reexamined: A baseline analysis of early business web sites. Journal of Broadcasting & Electronic Media, 42(4), 457-474.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis (Vol. 5): Prentice hall Upper Saddle River, NJ.
Higgins, M. J., & Novak, J. T. (1997). Characterization of exocellular protein and its role in bioflocculation. Journal of environmental engineering, 123(5), 479-485.
Hoffman, E., McCabe, K., & Smith, V. L. (1996). Social distance and other-regarding behavior in dictator games. The American Economic Review, 86(3), 653-660.
Hsu, C.-L., & Lu, H.-P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & management, 41(7), 853-868.
Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356.
Lane, R. E. (1959). Political life: Why people get involved in politics.
Laurent, G., & Kapferer, J.-N. (1985). Measuring consumer involvement profiles. Journal of marketing research, 41-53.
Laverie, D. A., & Arnett, D. B. (2000). Factors affecting fan attendance: The influence of identity salience and satisfaction. Journal of leisure Research, 32(2), 225-246.
Lerner, R. M. (1987). A life-span perspective for early adolescence.
Liang, T.-P., & Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of electronic commerce, 16(2), 5-14.
Marsh, H. W., & Hocevar, D. (1985). Application of confirmatory factor analysis to the study of self-concept: First-and higher order factor models and their invariance across groups. Psychological bulletin, 97(3), 562.
Marsh, H. W., Wen, Z., & Hau, K.-T. (2004). Structural equation models of latent interactions: evaluation of alternative estimation strategies and indicator construction. Psychological methods, 9(3), 275.
McLeod, J. M., & Becker, L. B. (1981). The uses and gratifications approach. Handbook of political communication, 67-99.
McQuail, D. (2010). McQuail's mass communication theory: Sage publications.
Miller, W. E., & Traugott, S. A. (1989). American national election studies data sourcebook, 1952-1986: Harvard University Press.
Mittal, B., & Lee, M.-S. (1989). A causal model of consumer involvement. Journal of economic psychology, 10(3), 363-389.
Norris, P. (1996). Does television erode social capital? A reply to Putnam. PS: Political Science & Politics, 29(3), 474-480.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 460-469.
Peter, J., Semetko, H. A., & De Vreese, C. H. (2003). EU politics on television news: A cross-national comparative study. European Union Politics, 4(3), 305-327.
Rothschild, M. L. (1984). Perspectives on involvement: current problems and future directions. ACR North American Advances.
Rothschild, M. L., & Houston, M. J. (1980). Individual differences in voting behavior: Further investigations of involvement. ACR North American Advances.
Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics, 5th. Needham Height, MA: Allyn & Bacon.
Weissberg, R. (1975). Political efficacy and political illusion. The Journal of Politics, 37(2), 469-487.
Yang, H.-L., & Lai, C.-Y. (2010). Motivations of Wikipedia content contributors. Computers in human behavior, 26(6), 1377-1383.
Zaichkowsky, J. L. (1985). Familiarity: product use, involvement or expertise? ACR North American Advances.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. the Journal of Marketing, 31-46.
Zimbardo, P. G. (1960). Involvement and communication discrepancy as determinants of opinion conformity. The Journal of abnormal and social psychology, 60(1), 86.
中文部分
李茂能. (2006). 結構方程模式軟體 Amos 之簡介及其在測驗編製上之應用: An introduction to Amos and its uses in scale development: Graphics & Basic (Vol. 32): 心理.
林嘉誠. (1980). 台北地區大學生的政治態度與政治參與. 國立台灣大學政治學研究所博士論文, 未出版, 台北市.
邱皓政. (2011). 結構方程模式: LISREL 的理論, 技術與應用: 雙葉書廊.
翁秀琪. (1996). 大眾傳播理論與實證. 台北: 三民書局.
教育雲. (2014). 詞條名稱：真人實境秀.
陳義彥, & 陳陸輝. (2002). 政治功效意識, 政治信任感以及台灣選民的民主價值. 2001 年台灣選舉與民主化調查] 學術研討會, 台北: 國立政治大學選舉研究中心.
程紹同. (2001). 第 5 促銷元素. 台北市: 滾石文化, 21.
黃芳銘. (2007). 結構方程模式理論與應用 (五版). 臺北市: 五南.
蕭銘鈞. (1998). 台灣大學生網路使用行為, 使用動機, 滿足程度與網路成癮現象之初探. 國立交通大學傳播研究所碩士論文. 新竹市.
蕭銘鈞, & 周倩. (1997). 台灣大學生網路使用行為, 使用動機, 滿足程度與網路成癮現象之初探.
羅文輝, 李郁青, 施盈廷, & 楊秀娟. (2005). 網路採用, 使用與獲得之滿足. 新聞學研究, 83, 127-165.
網站資料
商業週刊. (2018). 產值一年破百億　台灣直播大爆發！. Retrieved from https://archive.businessweekly.com.tw/Article?StrId=66342
資策會. (2017). 2017 年台灣寬頻網路使用調查報告. Retrieved from https://www.twnic.net.tw/download/200307/20170721e.pdf
數位時代. (2016). OTT大戰第二回合開打，抗盜版、拚獨家成兩大重點. Retrieved from https://www.bnext.com.tw/article/42879/second-round-of-ott-battle-in-taiwan