臺灣博碩士論文加值系統

在資訊與科技發達的社會下，人們在生活中使用網際網路已經是生活的常態，現今直播更成為網路影音平台的一大份子。過去的研究多為探討接受直播，較少討論到互動與持續收看的關係，然而互動是影響觀眾觀看直播的一大因素，因此本研究透過期望確認模型ECM來探討遊戲直播平台上的擬社會互動與社群互動對於觀眾持續收看意圖的影響。

本研究的目的在了解觀眾持續觀看直播的因素，以期望確認模型為基礎並加入寂寞感、擬社會互動、社群互動，來探討互動對於觀眾持續收看意圖之影響。利用網路問卷進行問卷調查，共回收210份有效問卷，並透過 SPSS與AMOS進行資料分析，以檢驗研究模型與假說。研究結果顯示：
一、 寂寞感對擬社會互動沒有顯著直接影響。
二、 寂寞感越高社群互動越高。
三、 社群互動會對持續收看意圖有顯著影響。
四、 社群互動比擬社會互動容易產生。
此研究提供給各個直播平台與直播主做參考，關於互動對於觀眾持續收看直播意圖之影響，並建議直播平台與直播主能透過直播活動增加收看人數，像是線下聚會、直播平台的線上活動、直播內容互動…等等，以提升直播平台與直播主的知名度。

In the information and technology advanced society, the use of the Internet has been the norm people’s life. Nowadays, live broadcast has become an important part of live media platforms. In the past ,research is mostly about the acceptance of live broadcast, and seldom discussed the relationship between interaction and continuous viewing. However, interaction is a major factor affecting viewer’s watching live broadcasts. Therefore, this research explores the impact of parasocial interaction and community interaction on the game live broadcast platform on the audience's continuous watching intention through the expectation confirmation model.
The purpose of this research is to understand the factors that make viewers continue to watch live broadcasts. Based on the expectation confirmation model and adding a sense of loneliness, parasocial interaction, and community interaction, to explore the impact of interaction on the audience’s continued viewing intention. An online questionnaire was used to conduct the survey. A total of 210 valid questionnaires are recovered and data analysis is performed through SPSS and AMOS. To test research model and hypothesis, the result shows:
1. The feeling of loneliness has no significant direct impact on parasocial interaction.
2. The higher the loneliness, the higher the social interaction.
3. Community interaction will have a significant impact on continued viewing intentions.
4. Community interaction is easier to produce than parasocial interaction.
This study is provided as a reference for the live broadcast platform and live broadcaster. About the influence of interaction on the audience's intent to continue watching live broadcasts, and provides some suggestions to the live broadcast platforms and live broadcast hosts to increase the popularity .

目錄
摘要 i
Abstract ii
目錄 iii
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 2
1.3 研究目的與問題 2
1.4 名詞解釋 3
1.5 研究流程 4
第二章 文獻探討 5
2.1 網路直播 5
2.2 寂寞感 5
2.3 擬社會互動 7
2.4 社群互動 8
2.5 期望確認理論 9
2.6 期望確認模型 10
第三章 研究方法 13
3.1 研究架構 13
3.2 直播平台介紹 14
3.2.1 Twitch直播平台介紹 14
3.2.2 YouTube直播功能介紹 18
3.2.3 Facebook Gaming平台介紹 20
3.3 研究假說 22
3.4 問卷設計 24
3.5 資料分析方法及工具 27
第四章 研究結果與討論 28
4.1 敘述性統計 28
4.2 資料分析 29
4.3 研究假設與檢定 33
第五章 結論 36
5.1 研究結論 36
5.1.1 寂寞感對擬社會互動沒有顯著直接影響 36
5.1.2 寂寞感越高社群互動越高 36
5.1.3 社群互動越高持續收看意圖越高 37
5.1.4社群互動比擬社會互動容易產生 37
5.2 研究貢獻與建議 37
5.2.1對直播平台的研究建議 37
5.2.2 對直播主的研究建議 38
5.3 研究限制 38
參考文獻 39
附錄 43

 

圖目錄
圖1研究流程圖 4
圖2期望確認理論 10
圖3期望確認模型 11
圖4研究架構圖 13
圖5 Twitch直播主頻道介面 15
圖6 Twitch聊天室機器人互動 17
圖7 Twitch聊天室 17
圖8 YouTube直播頻道介面 19
圖9 Facebook Gaming直播畫面 21
圖10研究架構圖 34



 
表目錄
表1 寂寞感的定義 6
表2 變數定義 25
表3 本研究Cronbach’s α值系數 29
表4 本研究之組合信度及平均變異抽取量 30
表5 區別效度 31
表6 模型配適度 32
表7 研究假設之結果 33

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