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研究生:黃勢鈞
研究生(外文):Shih-Chun Huang
論文名稱:探討觀看YouTube籃球分析影片對運動彩券購買意圖之影響
論文名稱(外文):Exploring the Impact of Watching YouTube Basketball Analysis on the Purchase Intention of Sports Lottery
指導教授:何建達何建達引用關係
指導教授(外文):Chien-Ta Ho
口試委員:楊忠民王榮祖
口試委員(外文):Zhong-Min YangRong-Zu Wang
口試日期:2022-06-06
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:46
中文關鍵詞:運動彩券擬社會互動關係使用與滿足理論YouTube
外文關鍵詞:Sports LotteryParasocial InteractionUses and GratificationsYouTube
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本研究利用擬社會互動關係與使用與滿足理論探討YouTube使用動機,深入探討曝光程度、信任度與吸引力對擬社會互動的影響,以及社交互動、資訊度與娛樂性等需求對使用與滿足理論的影響,並進一步檢視觀看YouTube之動機是否會影響到使用者購買運動彩券之意圖。本研究採用問卷調查法,透過網路平台發放問卷,針對610位觀看過YouTube籃球分析影片之使用者進行採樣。分析方式則是利用結構方程模型,於第一階段進行驗證性因素分析,測試建構的量度是否符合期待,第二階段進行路徑分析,以驗證各個變數之間的相依關係。研究結果發現,運動彩券行為意向、擬社會互動關係對於使用者觀看YouTube籃球分析影片呈現不顯著之影響,而使用與滿足理論則是呈現顯著的影響,而觀看YouTube籃球分析影片對於使用者購買運動彩券之意圖則呈現非常顯著之影響。透過資料分析後可以證實,YouTube的觀看動機會受到使用者之需求所驅動,而對於購買運動彩券之意圖也會受到YouTube籃球分析影片而有所影響。本研究學術上的貢獻在於利用擬社會互動關係及使用與滿足理論探討觀看YouTube影片的驅動要素,並且證實運動彩券購買之主要因素為何,期望能於實務上幫助人們了解觀看YouTube影片的影響要素,讓此產業蓬勃發展。
This study uses the Parasocial interaction relationship and the Uses and Gratifications theory to explore the motivation for the use of YouTube and in-depth explores the influence of exposure, trust, and attractiveness on Parasocial interaction, and the impact of social interaction, information, and entertainment needs on use and satisfaction theory, furthermore examine whether the motivation to watch YouTube affects the user's intention to buy sports lottery. This research adopts the questionnaire survey method and distributes the questionnaire through the online platform, and selects a sample of 610 users who have watched the YouTube basketball analysis video. The analysis method is using the structural equation model. In the first stage, confirmatory factor analysis is carried out to test whether the constructed measures meet expectations. In the second stage, path analysis is carried out to verify the interdependence between variables. The results of the study found that sports lottery behavioral intentions and the Parasocial interaction had no significant effect on users' watching YouTube basketball analysis videos, while the Uses and Gratifications theory showed a significant effect. Furthermore, watching YouTube basketball analysis videos has a very significant impact on users' intention to purchase sports lottery. Through data analysis, it can be confirmed that YouTube viewing motivation is driven by user needs, and the intention to purchase sports lottery is also affected by YouTube basketball analysis videos. The academic contribution of this research is to use the theory of Parasocial interaction and Uses and Gratifications to explore the driving factors of watching YouTube videos, to confirm what are the main factors of sports lottery purchases. It is expected to help people understand the influencing factors of watching YouTube videos in practice. Let this industry flourish.
摘要 i
Abstract ii
目次 iii
表目次 v
圖目次 vi
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節論文架構 3
第二章文獻探討 4
第一節YouTube 4
第二節YouTuber 5
第三節運動彩券 7
第四節使用者生成內容 8
第五節擬社會互動關係 9
第六節使用與滿足理論 11
第七節理性行為理論 14
第三章研究方法 15
第一節研究模型 15
第二節研究假說 16
第三節研究變數之定義 18
第四節研究設計 20
第四章資料處理與統計分析 21
第一節測量模型評鑑-結構分析 21
第二節測量模型評鑑-信度分析 24
第三節測量模型評鑑-效度分析 25
第四節結構模型評鑑-路徑分析 29
第五章研究結果與建議 32
第一節研究結論 32
第二節研究貢獻 34
第三節研究建議 35
第四節研究限制 35
參考文獻 37
附錄:研究問卷 42
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