聊天室抖起來？ 直播與實況中觀眾贊助行為的導因探討

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蔡岳霖(Yueh-Lin Tsai) 查詢紙本館藏

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資訊管理學系

論文名稱

聊天室抖起來？直播與實況中觀眾贊助行為的導因探討
(Why viewers donate to live streamers when they watch live stream？)

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摘要(中)

直播是近年來新興的一種傳媒方式，透過即時的互動與多樣的節目內容，漸漸佔據人們生活的一部分，有些觀眾在觀看直播的同時，會贊助直播主，而造成此行為的原因正是本研究想要探討的。本研究所討論的贊助是直播發展下所產生新的行為模式，有別於過去我們所認知的慈善贊助、捐款救濟，本研究透過社會依附理論與衝動消費理論去觀察，觀眾與直播主之間的依附性是否會影響觀眾的贊助行為，以及衝動消費在直播的環境中是否存在。在直播中，若能提高觀眾對直播主的依附性是否會提高其主動、自願去贊助直播主；若無法提升觀眾依附性，是否也有其他路徑提高其贊助的可能？這往往必須透過其他的刺激因素來驅使，而衝動消費正是本研究在這個部份認為的驅動主因。本研究觀察目前台灣的直播，發現許多直播主喜歡藉由抽獎與贊助即贈送虛擬獎品的方式，吸引觀眾來贊助，這樣的刺激方式，符合衝動消費的描述，也因此本研究以衝動消費為其導因，並加以驗證。
本研究透過線上問卷調查，收集了445份有效問卷，並且透過結構方程與二元羅吉斯回歸分析進行模型假說的驗證。研究結果支持了大部分的假說，其中，高依附性的因子與衝動消費刺激的因子皆與最終的贊助行為有正向的關聯性，這樣的結果解釋，不管觀眾對直播主的依附性高低，都有贊助的可能性，以及衝動消費確實存在於直播的環境。

摘要(英)

Recently, live stream is a new way to send information or receive. It becomes a part of humans’ lives through instantly interaction and variety contents. Some viewers may donate to streamers when they are watching this live stream, and why do viewers do it？What is the reason about viewers donating on live stream？This study want to explore this question based on Theory of Social Attachment and Impulsive Buying. Because most of people must agree who is highly attached to a live streamer may tend to donate, however, this study find that some live streamers in Taiwan will hold lucky draw or give donator limited prizes to encourage the viewers. Therefore, it the reason why this study use Theory of Social Attachment and Theory of Impulsive buying to explore the donation behavior.
445 valid questionnaires were collected through an on-line survey, and analyzed using SEM and binary Logistic Regression. Results show that most of the hypotheses are supported. The factor of attachment and impulsive buying all have significant effects on donation behavior. With this result, we confirmed that no matter viewers are highly attached to live streamers or not, they all have the possibility of donation. Otherwise, impulsive buying does actually exist in the live stream.

關鍵字(中)

★ 直播
★ 贊助行為
★ 社會依附理論
★ 衝動消費

關鍵字(英)

★ live stream
★ donation behavior
★ Social Attachment
★ Imposing buying

論文目次

目錄
中文摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vii
表目錄 viii
一、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 3
二、文獻探討 5
2-1 贊助行為 5
2-2 社會依附理論 6
2-3 衝動消費 7
2-4 觀眾與直播主之間的依附關係 8
2-4-1認同感 8
2-4-2互動性 9
2-4-3資訊價值 10
2-4-4擬社會互動 11
2-5 觀眾如何產生衝動贊助的意念 12
2-5-1社會影響理論 12
2-5-2贈品活動 13
2-6 思想壓抑對贊助行為的影響 14
2-7 研究構念整理 16
三、研究方法 19
3-1 研究架構 19
3-2 問卷設計 20
3-2-1觀眾對直播主的認同感 20
3-2-2觀眾與直播主的互動性 21
3-2-3直播主直播內容的資訊價值 21
3-2-4觀眾與直播主的擬社會互動 22
3-2-5觀眾之間的社會影響 22
3-2-6觀眾對直播主舉辦的贈品活動 23
3-2-7觀眾對直播主的高依附性 23
3-2-8觀眾在直播中的衝動消費 24
3-2-9觀眾在觀看直播時的贊助傾向 25
3-2-10觀眾在贊助時受到的思想壓抑 25
3-2-11觀眾的贊助行為 26
3-3 研究樣本與問卷發放 27
四、資料分析 28
4-1 問卷樣本蒐集 28
4-1-1樣本基本統計分析 28
4-1-2研究構念之敘述性統計 30
4-2 資料分析 31
4-2-1共同方法變異(CMV)檢驗 31
4-2-2驗證性因素分析 32
4-2-3模型適配度 32
4-2-4因素負荷量 33
4-2-5信度與效度 34
4-2-6區別效度 35
4-3 假說驗證 37
4-3-1 結構方程式分析 39
4-3-2二元羅吉斯迴歸分析 42
4-4 分析結果 44
五、結論與建議 46
5-1 研究結果 46
5-1-1高依附性與贊助行為 46
5-1-2衝動消費與贊助行為 47
5-1-3認同感與高依附性 47
5-1-4互動性與高依附性 48
5-1-5資訊價值與高依附性 48
5-1-6擬社會互動與高依附性 49
5-1-7社會影響與衝動消費 49
5-1-8贈品活動與衝動消費 50
5-1-9思想壓抑的調節效果 51
5-2 研究貢獻 51
5-2-1理論貢獻 51
5-2-2實務貢獻 52
5-3 研究限制與未來研究建議 53
5-3-1樣本代表性 53
5-3-2 直播主類型 54
參考文獻 55
中文文獻 55
外文文獻 56
附錄 60
實驗問卷 60

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指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2018-6-19

推文