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研究生:李萱琪
研究生(外文):LEE,HSUAN-CHI
論文名稱:以觀眾心態和他人虛擬產品經驗探討網路直播知覺場景對共創者投入之影響
論文名稱(外文):Exploring the Effects of the Online Live Streaming Perceived Scape on Co-Creator Engagement with Audiences Mindset and Others Virtual Product Experience
指導教授:耿慶瑞耿慶瑞引用關係
指導教授(外文):KENG,CHING-JUI
口試委員:陳建丞江啟先
口試委員(外文):CHEN, CHIEN-CHENGCHIANG, CHI-HSIEN
口試日期:2019-06-03
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系
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:83
中文關鍵詞:知覺場景定型心態成長心態虛擬產品經驗共創者投入
外文關鍵詞:Online Live Streaming Perceived ScapeFixed MindsetGrowth MindsetOthers Virtual Product ExperienceCo-Creator Engagement
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網路直播已成為近年來熱門的產業之一,在競爭激烈的直播市場下,要如何與觀眾適切的互動,才能創造利潤與優勢,是眾多業者與直播主欲解開的難題。本研究欲探討網路直播知覺場景對觀眾投入程度是否會因個人不同心態與他人互動方式而受影響,將以他人虛擬產品經驗 (分享式SVPE、MVPE,組間)和觀眾心態(定型、成長,組內)為干擾變數,並與網路直播知覺場景(高知覺場景、低知覺場景,組間)做不同組合,探討何種組合能產生較高的投入程度。本研究以135位受試者為樣本,結果顯示當觀眾屬成長心態且他人虛擬產品經驗為MVPE時,其高知覺場景有較高投入;觀眾屬定型心態且他人虛擬產品經驗為分享式-SVPE時,其低知覺場景反而有較高的投入。雖然最終的三因子交互作用呈現不顯著影響,但仍然可透過此研究發現,當固定觀眾心態因子時,不同的他人虛擬產品經驗,會干擾網路直播知覺場景對共創者投入。
This study wants to explore whether the degree of engagement in the live streaming scene will be affected by the mindset and others interaction. This study will use others virtual product experience (shared SVPE, MVPE) and audience’s mindset (Fixed, Growth) as interference variables, and live streaming engagement scenarios. To make different combinations and explore which combinations can produce a higher level of investment. This study used 135 subjects as samples. The results showed that when the audiences mindset was growth and others virtual product experience was MVPE, the higher live streaming scene has higher co-creators engagement; when the audiences mindset was fixed and others virtual product experience was shared SVPE, the low live streaming scene has higher co-creators engagement. However, the interaction of the three factors did not have a significant impactation, we can found when the mindset factor was fixed, different virtual product experience of other people would interfere with the impact of the co-creators engagement.
摘 要 i
ABSTRACT ii
致 謝 iii
目 錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 6
1.3 研究流程 6
第二章 文獻探討 8
2.1 網路直播(Online Live Streaming) 8
2.2 網路直播知覺場景(Online Live Streaming Dramaturgy) 9
2.2.1 社會臨場感理論(Social Presence Theory) 11
2.2.2 媒體投入(Media Engagement) 12
2.2.3 內容豐富度(Content Richness) 12
2.2.4 觀看動機(Motive) 12
2.2.5 網路直播知覺場景八大構面 13
2.3 觀眾心態 15
2.3.1 定型心態(Fixed mindset) 16
2.3.2 成長心態(Growth mindset) 17
2.4 虛擬經驗 18
2.4.1 虛擬產品經驗(Virtual Product Experience) 18
2.4.2 社交虛擬產品經驗(Social Virtual Product Experience, SVPE) 19
2.5 單純在場(Mere Presence) 21
2.6 單純虛擬在場產品經驗(Mere Virtual Presence with Product Experience) 21
2.7 共創者投入(Co-Creator Engagement) 23
第三章 研究方法 25
3.1 研究架構 25
3.2 研究假說 26
3.2.1 網路直播知覺場景對共創者投入之影響 26
3.2.2 觀眾心態對網路直播知覺場景的共創者投入之影響 27
3.2.3 他人虛擬產品經驗對網路直播知覺場景的共創者投入之影響 28
3.2.4 觀眾心態與虛擬產品經驗對網路直播知覺場景的共創者投入之干擾 29
3.2.5 觀眾心態、他人虛擬產品經驗與網路直播知覺場景之交互作用效果 31
3.3 研究設計 31
3.3.1 樣本選擇 31
3.3.2 產品選擇 33
3.3.3 信度與效度 36
3.3.4 實驗設計 37
3.4 操弄檢驗 39
3.4.1 網路直播知覺場景 39
3.4.2 分享式-社交虛擬產品經驗(分享式-SVPE) 41
3.4.3 單純虛擬在場產品經驗(MVPE) 41
3.5 變數衡量 41
3.5.1 觀眾心態 42
3.5.2 共創者投入 42
3.6 實驗步驟 43
第四章 資料分析 45
4.1 樣本特性描述 45
4.2 信度、效度分析 46
4.3 操弄檢驗 47
4.3.1 網路直播知覺場景操弄檢驗 47
4.3.2 分享-SVPE 與 MVPE 操弄檢驗 48
4.4 假說檢定 48
4.4.1 假說 H1 檢定 48
4.4.2 假說 H2 檢定 49
4.4.3 假說 H3 檢定 52
4.4.4 假說 H4 檢定及 H5 檢定 53
4.4.5 假說 H6 檢定 57
4.5 綜合討論 58
第五章 研究方法 60
5.1 研究結論 60
5.2 理論與實務意涵 62
5.2.1 理論意涵 62
5.2.2 實務意涵 63
5.3 研究限制與未來建議 64
參考文獻 66
附錄一 直播影片腳本原則 75
附錄二 前測實驗產品問卷 78
附錄三 實驗問卷 79

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