隨著資訊科技及網路迅速發展，以及民眾對於即時性的感受越來越重視，進而吹起一股網路直播的熱潮，傳統的娛樂方式漸漸受到取代，例如：透過手機觀看娛樂節目、遊玩手機遊戲、觀看直播等。然而，在眾多網路直播種類當中，又以遊戲實況直播產業發展最早最成熟，不但發展出許多專門的遊戲直播平台，連大型網路媒體也紛紛加入行列，帶動了遊戲實況直播產業之發展。許多玩家紛紛透過網路社群媒體成為遊戲實況主，進行零時差的遊戲直播並與觀眾互動。本研究將透過問卷發放探討高中職生觀看遊戲直播影響持續玩行動遊戲之意願，並採用PLS統計分析軟體，分析337 份有效樣本。研究結果顯示，專業知識正向顯著影響實用價值，專業知識正向影響享樂價值為不顯著，直播體驗正向顯著影響實用價值與享樂價值，網紅吸引力正向顯著影響實用價值與享樂價值，臨場感正向顯著影響實用價值與享樂價值，實用價值正向顯著影響持續使用意圖，享樂價值正向顯著影響持續使用意圖。所得研究結果供直播主以及行動遊戲經營者日後經營參考依據。

With the rapid development of information technology, Internet and valuing instant feelings from people, it consequently brings about a trend of "online live streaming". Thus, traditional entertainments are facing replacement by mobile TV watching, mobile gaming, or online live streaming. Nevertheless, among the multitudinous live streaming context, gaming is the earliest and mature type in live stream industry. It not only developed many streaming platforms specialized in gaming, but also reinforce the development of gaming industry, which makes large online media request for taking part in. Subsequently, many game players then start to become gaming streamer through social media and interact with their audience without time limitation. In this study, we aim to figure out affecting continuous gaming intention of high school students watching mobile games live stream. Through our questionnaire and analysis instrument PLS, we got 337valid samples in total. As our research result suggest, domain knowledge has significantly positive effect on practical value; domain knowledge has no significantly positive effect on hedonic value; live stream experience, influencer's attractive, and presence have significantly positive effect on both practical and hedonic value; both practical and hedonic value have significantly positive effect on continuous usage intention. We suggest that streamers or mobile gaming operators can reference our research for future execution.

中文摘要 I
英文摘要 II
誌謝 III
表目錄 V
圖目錄 VI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
第二章 文獻探討 6
2.1社群媒體(SOCIAL MEDIA) 6
2.2 網路直播 10
2.3價值(VALUE) 12
2.4直播體驗 14
第三章 研究方法 16
3.1研究架構 16
3.2 研究假設 16
3.2.1直播體驗與價值 16
3.2.2.專業知識、網紅吸引力、臨場感與價值 17
3.2.3價值與持續行為意圖 18
3.3研究架構 20
3.3.1直播體驗 20
3.3.2專業知識 21
3.3.3網紅吸引力 21
3.3.4臨場感 21
3.3.5價值 22
3.3.6持續行為意圖 23
3.4研究設計 24
3.4.1.研究對象 24
3.4.2.資料蒐集 24
3.4.3.分析方法 24
第四章 資料分析 26
4.1 敘述性統計分析 26
4.2信度與效度分析 30
第五章 結論與建議 37
5.1 結論 37
5.2 研究貢獻 38
5.2.1.學術貢獻 38
5.2.2實務貢獻 39
5.3 研究限制與建議 41
第六章 參考文獻 42
「高中職生觀看手遊直播影響持續玩之意圖」問卷 48


表目錄
表2-1社群媒體相關研究文獻 7
表2-2網路直播文獻整理 11
表3-1直播體驗衡量問項 20
表3-2專業知識衡量問項 21
表3-3網路吸引力衡量問項 21
表3-4遠距臨場感衡量問項 22
表3-5價值衡量問項 23
表3-6持續行為意圖衡量問項 24
表4-1樣本基本資料次數分配及百分比 27
表4-2使用者玩手機遊戲的狀況及百分比 27
表4-3相關係數矩陣 33
表4-4交叉負荷量矩陣 33
表4-5研究假設驗定 36


圖目錄
圖3-1本研究架構 16
圖4-1研究結果 36

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