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研究生:李芳榮
研究生(外文):LEE, FANG-JUNG
論文名稱:線上直播表演觀眾捐贈行為之研究
論文名稱(外文):The Donating Behavior of Watching Live-Streaming Performance Online
指導教授:尚榮安尚榮安引用關係
指導教授(外文):SHANG,RONG-AN
口試委員:陳禹辰侯正裕
口試委員(外文):CHEN,YU-CHENHOU,ZHENG-YU
口試日期:2018-09-13
學位類別:碩士
校院名稱:東吳大學
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:72
中文關鍵詞:直播街頭藝人社會互動捐贈互惠助人行為社會臨場感社會交換
外文關鍵詞:live-streamingstreet performersocial interactiondonationreciprocityhelping behaviorsocial presencesocial exchange
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直播平台的興起讓許多的素人表演者有一個更好展示自己的舞台,人們也得以透過電腦、手機等設備在直播平台上觀賞自己喜愛的表演節目,而不斷進步的科技也讓人在觀賞時更能感受到身歷其境。過去針對直播觀看的研究議題,較著重在個人的觀看行為,鮮少研究關於社會互動的情境及其捐贈動機。
為了探討直播表演觀眾捐贈行為,因此從街頭藝人的互動情境去切入,觀察從相遇到捐贈的過程,發現金錢捐贈的形式亦為一種禮物交換,在禮物交換的背後我們透過文獻推測有互惠、助人、受到他人注意的動機。最後再以社會臨場感討論收看直播表演與街頭藝人表演的差異。
研究中以經常觀賞Twitch直播節目的觀眾為研究對象,共蒐集515份問卷,其中386份為有效問卷。研究方法採用Amos22.0版進行資料分析,並利用結構方程式模式進行相關分析。研究結果證實:(1)知覺愉悅性對受注意/互惠/助人動機並不會有影響;(2)知覺愉悅性並不會直接影響捐贈意圖;(3)直播表演的社會臨場透過互惠/助人動機較透過受注意動機影響捐贈意圖來得高。

The rise of the live-streaming platform has enabled many amateur performers to have a better stage to show themselves. People can also watch their favorite performances on the live-streaming platform through computers, mobile phones and other devices, and the progressive technology makes us feeling more immersive when we are watching performance. In the past, research topics for live-streaming focused on personal viewing behavior, and rarely studied the context of social interaction and its motivation for donation.
To explore the donation behavior of live performance audiences, we cut through the interaction in watching street performance, and found that the money donation is also a kind of gift exchange. After the exchange of gifts, we speculate that there are reciprocity and helping motivation, and the motivation for seeking attention. At last, we will discuss the difference between live-streamer and street performers in a sense of social presence.
This study used questionnaires survey method and choose someone who regularly watched performance on Twitch as research object. Totally we collected 515 questionnaires with 386 valid questionnaires. And study uses Amos22.0 for data analysis and Structural Equation Modeling(SEM) for correlation analysis. Result show that: (1) Perceived enjoyment doesn’t affect the attending/reciprocating/helping motivation; (2) Perceived enjoyment doesn’t directly affect the intention of donation; (3) The live-streaming performance’s social presence will be much affected by reciprocating/helping motivation than the motivation of seeking attention.

致謝 I
摘要 II
Abstract III
目錄 IV
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 3
第二章 文獻探討 5
2.1 對街頭表演的捐贈行為 5
2.2 社會互動 8
2.2.1社會交換與互惠 8
2.2.2助人行為 9
2.3 社會臨場感 11
第三章 研究方法 14
3.1 研究架構與假說 14
3.2 研究設計 20
3.2.1研究與問卷設計 20
3.3 研究對象與資料蒐集 25
3.3.1研究對象 25
3.3.2資料蒐集 30
第四章 資料分析與研究結果 31
4.1 基本資料分佈 31
4.2 信度與效度檢定 33
4.2.1探索性因素分析(EFA) 33
4.2.2效度分析(CFA) 36
4.3 假說檢驗 39
4.4 中介效果分析 44
第五章 結論與建議 46
5.1研究結果與討論 46
5.2研究限制與後續研究建議 48
參考文獻 50
附錄一、正式問卷 61
附錄二、個人基本資料 64
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