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研究生:吳宇豐
研究生(外文):Wu, Yu-Feng
論文名稱:電競直播觀賞行為的感知價值與持續意願:推拉理論觀點
論文名稱(外文):Perceived Value and Continuance Intention to Watch eSports Live Stream: From the Push and Pull Perspective
指導教授:陳美燕陳美燕引用關係
指導教授(外文):Chen, Mei-Yen
學位類別:博士
校院名稱:國立臺灣師範大學
系所名稱:運動休閒與餐旅管理研究所
學門:民生學門
學類:運動休閒及休閒管理學類
論文出版年:2021
畢業學年度:109
語文別:英文
論文頁數:98
中文關鍵詞:遊戲動機線上播放觀賞
外文關鍵詞:GamingMotivationOnlineBroadcastSpectating
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除了電影之外,在線上最受歡迎的消費性視頻當屬電競直播頻道,且近年來電競評道的觀看率已超過電視節目、新聞與傳統體育節目。但是,目前與觀看電競相關的研究仍然有限,這可能是因為電競市場的歷史很短有關。因此,本研究的目的是探討推拉力因素、感知價值及持續觀看電競直播意願之間的關係。此外,過去的研究指出,美國在全球電競收入中佔了可觀的金額。因此,本研究藉由Amazon Mechanical Turk平台對來自美國的參與者進行線上問卷調查。總共收集了600份問卷,在刪除無效資料後,剩下492份有效問卷,包含281名男性參加者(57.1%)與211名女性參加者(42.9%)。本研究使用結構方程模型的驗證性因素分析對數據進行統計分析。結果顯示:推力與拉力等二個動機因素與實際行為有關,可見受其感知價值和持續意願的中介影響。具體來說,推力與拉力等二個動機與感知價值和持續意願呈正相關,而感知價值也與觀看電競直播的持續意願呈正相關。此外,結果還顯示持續意願與參與者的實際行為也呈正相關。總之,根據本研究的結果來討論理論與實踐貢獻以及後續的研究方向。
The most popular video consumption online right after movie watching is eSports video game competition. eSports has already surpassed TV shows, news, and traditional sports. However, the number of studies related to eSports viewership is limited, which could be because the history of the eSport market is short. Thus, the purpose of this study was to determine eSport live stream viewers’ push and pull motivation by discovering the connection among the push and pull motivations, with perceived value, continuance intention and viewers’ actual behavior of watching eSport live streams. In addition, past studies have pointed out that the United States accounted for a significant amount of world’s eSports revenue. Therefore, this study conducted an online questionnaire survey through the Amazon Mechanical Turk online platform of eSport live stream viewers from the United States. A total of 600 questionnaires were collected, and after the elimination of invalid responses, 492 valid questionnaires were used. The gender of the participants were 281 males (57.1%) and 211 females (42.9%). The retrieved data were tested using confirmatory factor analysis with structural equation modeling. The results suggested that the push and pull motivations were associated with actual behavior, mediated by their perceived value and continuance intention. Specifically, the push and pull motivations were positively related to both perceived value and continuance intention, while perceived value was also positively related to continuance intention to watch eSport live streams. In addition, the results also indicated that continuance intention was positively related to participants’ actual behavior. In conclusion, theoretical and practical implications, and future studies are discussed according to the findings of this study.
Acknowledgements i
Abstract ii
摘要 iii
Table of Contents iv
Lists of Tables vi
List of Figures viii


Chapter I Introduction 1
1.1 Background of the Study 1
1.2 Rationale for the Study 3
1.3 Purpose of the Study 6
1.4 Research Questions 7
1.5 Delimitation 8
1.6 Limitations 8
1.7 Definition of Terms 9


Chapter II Review of the Literature 11
2.1 Push-Pull Theory 11
2.2 Perceived Value 15
2.3 Continuance Intention 19
2.4 Actual Behavior 20
2.5 Summary 21


Chapter III Methodology 24
3.1 Research Structure 24
3.2 Research Procedure 25
3.3 Research Hypotheses 26
3.4 Population and Participants 29
3.5 Instrumentation 30
3.6 Data Analysis 36


Chapter IV Results and Discussion 43
4.1 Descriptive Analysis of Participants 43
4.2 Item Analysis 47
4.3 Construct Reliability and Validity Analysis 54
4.4 Descriptive Data Analysis 57
4.5 Model Fit Analysis 60
4.6 Model Verification 62
4.7 Indirect Effects Analysis 64
4.8 Discussion 65


Chapter V Conclusion and Recommendations 68
5.1 Conclusion 68
5.2 Recommendations 71
5.3 Limitation and Future Study 72


References 75
Appendixes 95
Appendixes I Questionnaire 95
Appendixes II Certificate of REC Approval 98
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