臺灣博碩士論文加值系統

網路直播平台的大爆發時代，在台灣創造了不少的直播主播，或稱為網紅，這一群人靠著贈禮行為的機制─虛擬禮物的拆帳，將直播變成了一項新興的職業。不論在中國或台灣，因網路直播的進入門檻低，讓愈來愈多人使用直播平台做為謀生工具，許多粉絲為了吸引直播主的青睞，也投入了金錢來購買、贈送禮物，讓這些網紅直播主在這些平台上流動的金額也履創天價，使得直播平台的使用現象，成為傳播學界不得不重視的課題。本研究從社會臨場感理論，建構理論架構，並探討享樂感受、忠誠度、滿意度與信任與主要理論的因果關係，試圖找出影響網路直播平台觀看者進行送禮行為的因素。在研究假設上，社會臨場感理論主要用來解釋，直播平台使用者如果體認到其他使用者及直播主的存在。
本研究認為，它與享樂感受、忠誠度、滿意度與信任皆有正向關係，在滿意度與忠誠度這兩個構面，也應該對於贈禮行為有正面的影響。為驗證假設，本研究採取問卷調查法，在網路上及透過人際網路，發放問卷，蒐集了有效問卷353份，並以偏最小平方法針對理論架構模型進行驗證。研究發現社會臨場感可正面效影響享樂感受、忠誠度、滿意度與信任。在其他構面間的關係上，享樂感受會直接影響忠誠度及滿意度，然而信任卻沒有對忠誠度有影響。可能的解釋是，對於直播主播的忠誠度，並非是由信任所建構的，或也可說，忠誠度本身才是提昇信任度的關鍵，因而直播主的頻道上，其忠誠度不容易建立。而忠誠度及滿意度會正面影響贈禮的意圖，讓我們更確定直播觀看者當他們對直播主產生忠誠度之後，會提升他們贈禮該直播主的意願。也就是說，社會臨場感理論，可以有效解釋直播平台使用贈禮行為。

Live video streaming services are booming in recent years, especially in Mainland China and Taiwan. These burgeoning applications create many cyber celebrities, called live streaming ‘hosts’ or ‘anchorpersons’ in local Chinese term, who are making a living by receiving virtual rewards from their fans. Supported by reward function of these services, cyber celebs can cash in their virtual rewards, paid with real money by their fans, with certain percentage. It is said that some top cyber celebs are earning millions of dollars per month. It seems a lucrative business and attracts many young talents devoted to become cyber celebs. Then, why fans are willing to buy virtual gifts and give to these talents? What is the ‘mechanism’ behind the voluntary gifting? It is an interesting research question yet to be answered.
This study intended to clarify the ‘cyber celebs economy’ phenomenon. Based on social presence as well as various communication and online marketing theories or constructs, this study proposed that social presence is related to enjoyment, trust, loyalty, and satisfaction, and further, related to reward intention. Social presence of online celebs perceived by fans, i.e. the audience think that they have real social relationships with the online hosts, should be the most important antecedent influencing fans’ reward intention.
An online survey was conducted, with netizens who have experiences of live streaming reward as target sample group. Online questionnaires were first distributed to friends, fellow students, and relatives, and then asked them to further forward to their acquaintances whoever willing to participate in the research. By the cut-off date, a sample size of 353 responses was collected. Partial least square (PLS) was employed as statistical analysis method. The results showed that social presence is positively related to enjoyment, trust, loyalty, and satisfaction; enjoyment is positively related to loyalty and satisfaction; trust is related to satisfaction but insignificantly to loyalty; and both loyalty and satisfaction are positively correlated with reward intention. The theoretical and practical implications of the results of the cyber celebs live streaming reward were also discussed.

目錄
摘 要 I
Abstract II
目錄 IV
圖目錄 VI
表目錄 VII
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 研究流程 5
第二章 文獻探討 6
第一節 社會臨場感 6
第二節 享樂 8
一、享樂之定義 8
二、享樂與影音體驗 8
第三節 信任 10
一、信任的定義 10
二、線上信任 11
第四節 忠誠度 13
一、忠誠度的意義 13
二、忠誠度之影響 14
第五節 滿意度 16
一、顧客滿意度之理論 16
二、滿意度研究取向 16
三、使用與滿足理論的應用 17
第六節 贈送禮物意願 19
一、購買意圖 19
二、贈禮行為 20
三、送禮行為與消費者行為之關連 22
第三章 研究方法 23
第一節 研究架構 23
第二節 研究假設 24
第三節 研究設計 26
第四節 衡量量表 27
第五節 統計分析方法 29
一、信效度檢測 29
二、研究模型驗證 29
第四章 研究結果 30
第一節 樣本統計變項 31
第二節 信效度分析 32
一、信度與收斂效度分析 32
二、區別效度分析 33
第三節 結構模式 34
第五章 討論及結論 38
第一節 討論 38
第二節 研究限制 41
第三節 後續建議 42
參考文獻 43
中文部分 43
英文部分 44
附錄一　問卷 50
 


圖目錄
圖1-1：研究流程圖 5
圖3-1：研究架構圖 23
圖4-1：結構模式路徑分析圖 37

表目錄
表3-1：贈禮行為之問卷題項 27
表4-1：使用過直播平台統計分配 30
表4-2：性別統計分配 31
表4-3：年齡統計分配 31
表4-4：驗證性因素分析表 32
表4-5：驗證性因素分析效度表 33
表4-6：構面間路徑係數 34

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