臺灣博碩士論文加值系統

隨著科技與網路的快速發展，直播程式與軟體在日常生活中已隨處可見，其中遊戲直播更是各種直播內容中最早發展及最多人使用的，與遊戲相關的業種和企業亦會透過直播來廣告各種相關硬軟體或是遊戲，而直播平台和內容提供者便需要設法讓觀眾願意觀看直播內容，但除了直播本身的內容之外，觀眾與觀眾之間由聊天室所形成的一種虛擬社群對觀眾所產生的影響使觀眾無形中對直播平台和頻道產生情感，進而想要繼續觀看直播。
本研究主要目的是探討遊戲直播平台Twitch的使用者於直播聊天室中所形成的虛擬社群意識對於直播頻道態度和行為意圖的關係。本研究以Twitch觀眾為研究對象，根據相關文獻探討建立研究模型與研究假說，其次採用網路問卷進行調查，並運用偏最小平方法(PLS)來驗證模型與研究假說。研究結果發現：(1)會員關係對頻道態度具有正向顯著影響；(2)影響力對頻道態度具有正向影響；(3)整合與滿足需求對於頻道態度具有正向顯著影響；(4)情感分享與連結對頻道態度具有正向顯著影響；(5)知覺易用性對知覺有用性具有正向顯著影響；(6)知覺易用性對平台接受有正向顯著影響；(7)知覺有用性對平台接受有正向顯著影響；(8)平台接受對頻道態度有正向顯著影響；(9)平台接受對行為意圖有正向顯著影響；(10)頻道態度對行為意圖有正向顯著影響。最後提出本研究理論意涵與管理意涵。

With the rapid development of science and technology and the network, the live program has been seen everywhere, in which the game live is the earliest development of a variety of live, and the live platform and content providers need to let the audience is willing to watch the live content, but in addition to live Content outside the audience by the chat room formed by a virtual community on the impact of the audience so that the audience virtually on the live platform and channel emotions, and then want to continue to watch live. The main purpose of this study is to explore the virtual community awareness formed in the chat room chat room for the relationship between live channel attitude and behavior intention. In this study, Twitch viewers were used to study the model and research hypothesis, and the questionnaire was used to investigate the model and the hypothesis was verified by using the partial least squares method (PLS). The results show that: (1) the membership has a positive effect on the channel attitude; (2) the influence has a positive effect on the channel attitude; (3) the integration and satisfying the demand have positive effect on the channel attitude; (4) (5) perceived ease of use has a significant positive effect on perceived usefulness; (6) perceived ease of use has a significant positive effect on platform acceptance; (7) perception (2) perceived ease of use has a positive effect on perceived usability; (8) the platform has a positive effect on the channel attitude; (9) the platform accepts a positive effect on the intention of the behavior; (10) the channel attitude has a positive effect on the behavior intention Significant influence. Finally, the meaning and management meaning of this research are put forward.

致謝………………………………………………………………………………………I
摘要………………………………………………………………………………………II
Abstract…………………………………………………………………………………III
目錄………………………………………………………………………………………IV
表目錄……………………………………………………………………………………V
圖目錄……………………………………………………………………………………VI
第一章 緒論
第一節 研究背景…………………………………………………………………………1
第二節 研究動機…………………………………………………………………………3
第三節 研究目的…………………………………………………………………………4
第四節 研究流程…………………………………………………………………………5
第二章 文獻探討
第一節 線上直播…………………………………………………………………………6
第二節 理論基礎........................................................8
第三節 虛擬社群…………………………………………………………………………9
第四節 虛擬社群意識....................................................14
第五節 科技接受模式....................................................19
第三章 研究方法
第一節 研究架構與假說..................................................26
第二節 研究變數之操作性定義............................................30
第三節 問卷設計…………………………………………………………………………31
第四節 抽樣設計........................................................36
第五節 資料分析方法....................................................37
第四章 資料分析與研究結果
第一節 敘述性統計分析..................................................39
第二節 信度及效度分析..................................................40
第三節 結構模型衡量與檢測..............................................42
第五章 結論與建議
第一節 研究結果 .......................................................44
第二節 理論及管理意涵..................................................45
第三節 研究限制與後續研究建議..........................................46
參考文獻...............................................................47
附錄-本研究問卷........................................................55

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