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研究生:劉侑昇
研究生(外文):Yo-Sheng Liu
論文名稱:以類社會臨場感因素探究網路直播再觀看意圖
論文名稱(外文):Exploring the Effects of Factors of Para Social Presence on Continuance Watching Intention in Live Broadcasting
指導教授:陳岳陽陳岳陽引用關係
指導教授(外文):Yue-Yang Chen
學位類別:碩士
校院名稱:義守大學
系所名稱:企業管理學系
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:2019
畢業學年度:107
語文別:中文
論文頁數:54
中文關鍵詞:網路直播類社會臨場感社會認同理論
外文關鍵詞:Live BroadcastingPara-Social PresenceSocial Identity TheoryLive streamer
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隨著網路的蓬勃發展與應用,網路直播提供一個新的管道讓個人與觀眾間能自由互動,在過去都只能以文字、圖片及影片來與觀眾互動,無法完整呈現當下所想傳達的內容,有別於傳統的媒體網站,網路直播與觀眾間的溝通讓人感受到更多互動性及人性化。觀眾是如何透過虛擬的管道來貼近現實,讓網路直播與觀眾的距離逐漸縮短,進而影響觀眾對網路直播產生正向的認同及持續觀看意圖,便是學術界及業者亟欲探究之重點。因此,本研究試圖了解是甚麼因素影響觀眾繼續觀看直播素。
本研究以類社會臨場感及社會認同理論為基礎架構,探討在網路直播的情境下是否能使觀眾更直接、深入地了解直播內容,進而減少觀眾在認知上的誤差、提高觀眾的持續觀看意圖。本研究以曾經觀看過網路直播者為受測對象,透過問卷調查方式收集樣本,再以線性結構方程式檢驗本研究之架構與假說是否成立,並分析各構面之關係。藉由問卷調查,本研究共蒐集320份有效問卷。根據研究結果顯示,類社會臨場感中的「理解感」、「參與感」、「主宰感」能透過觀眾對網路直播主、群體的認同影響持續觀看意圖,因此,直播主規劃直播內容時必須從觀眾的角度去思考,滿足觀眾的需求,以及持續吸引觀眾的好奇及參與,藉此達到網路行銷之目的。
With the rapid development and application of the Internet, live broadcasting provides a new channel to free interaction between individuals and audiences. In the past, audiences could only interact with text, pictures, and vedio. You can''t fully present what you''re trying to convey. Different from traditional media websites, the communication between live broadcasting and audience makes people feel more interactive and humanized. How to make audience get close to the reality through virtual channels, gradually shorten the distance between the live broadcasting and the audience, and thus affect the audience''s positive identification and continuous viewing intention of the live broadcasting are important issues for academics and practices. Therefore, this present research tries to understand the factors that affecting audiences’ continuance intentions to watch live broadcasts.
Based on Para-Social Presence and Social Identity Theory as the theoretical framework, the study explores whether the live broadcasting can make the audience understand the live broadcasting content more directly and deeply, so as to reduce the audience''s cognitive errors and improve the audience''s continuous watching intention. The subjects of this study were those who had watched live broadcasting. Samples were collected through questionnaire survey. Structural Equation Modeling were used to test the validity of the framework and hypothesis of this study. Through questionnaire survey, 320 valid samples were collected. The results of this study showed that the "sense of understanding", "involvement", and "dominance" in parasocial presence have positive direct effect on live streamer identity and group identity, then influencing continuous watching intentions. Therefore, when live streamer planning live broadcasting content, they must think from the perspective of the audience, and meet audience demands. The live streamer can continue to attract audiences'' curiosity and participation to achieve the goals of Internet marketing.
摘要 i
Abstract ii
表 目 錄 v
圖 目 錄 vi
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
1.3 論文架構 4
1.4 研究流程 5
第二章 文獻探討 7
2.1 社會臨場感 (Social Presence, SP) 7
2.2 類社會臨場感(Para-Social Presence, PSP) 8
2.3 社會認同理論 (Social Identity Theory, SIT) 12
2.3.1 網路直播的直播主認同 13
2.3.2 直播平台上的群體認同 14
2.4 研究假說推導 15
第三章 研究方法 20
3.1 研究設計 20
3.1.1 研究變項之操作型定義 20
3.1.2 研究變項之問卷設計與衡量 21
3.2 抽樣設計 23
3.3 資料分析 23
第四章 研究結果與討論 24
4.1 樣本資料 24
4.2 敘述統計 26
4.3 線性結構方程模式分析 27
4.3.1 測量模式 27
4.3.2 結構模式 30
第五章 結論與建議 33
5.1 研究結論 34
5.1.1 網路直播之類社會臨場感對直播主認同的影響 34
5.1.2 網路直播之類社會臨場感對群體認同的影響 35
5.1.3 直播主認同及群體認同對持續觀看意圖的影響 35
5.2 理論與實務意涵 35
5.2.1 理論之管理意涵 35
5.2.2 實務之管理意涵 36
5.3 研究限制與後續研究建議 37
文獻探討 38
附錄 問卷 43
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