給予關愛還是銀兩? 獎勵對觀看的動機及觀眾與直播主之間關係的調節作用

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題名:	給予關愛還是銀兩? 獎勵對觀看的動機及觀眾與直播主之間關係的調節作用
作者:	劉毅威;Liu, Yi-Wei
貢獻者:	企業管理學系
關鍵詞:	網路直播;有形獎勵;無形獎勵;自我決定理論;關係;Live streaming;Live broadcast;Tangible rewards;Intangible rewards;Self-determination theory;Guanxi
日期:	2019-07-26
上傳時間:	2019-09-03 14:46:50 (UTC+8)
出版者:	國立中央大學
摘要:	由於近年來行動裝置普及、第四代行動通訊技術發展成熟，網路直播平台迅速竄起，並帶動整個直播產業往後十年的盛世。除了數個知名的直播平台的直播主與觀眾人數逐年攀升（如：17直播、Twitch），許多互聯網巨頭（如：Amazon、Facebok），也都紛紛投入直播市場。根據相關報導，分析師預估2020年華人直播市場可能從2017年的150億元成長至600億元，甚至可能更高。因此，直播產業是往後幾年的趨勢，且華人地區的直播市場更是一個值得探討的議題。本研究旨在探討：「觀眾之動機與直播主之關係有什麼樣的關聯，且以有形獎勵與無形獎勵作為調節變數，試圖去了解獎勵是否會導致關係的變化？」，並以台灣與中國為調查對象，採用結構方程模型與多群組比較分析來進行研究。本研究分兩個部分進行探討，第一部份為探討觀眾之內外部動機是否會影響不同觀眾與直播主關係（工具性關係、情感性關係、混合性關係）的建立；第二部分為探討有形獎勵與無形獎勵是否在內外部動機與不同的觀眾與直播主關係是否具有調節效果。研究結果顯示，有形獎勵對於「內部動機與混合性關係之間」、「外部動機與情感性關係之間」具有調節效果；無形獎勵對於「外部動機與工具性關係、情感性關係」具有調節效果。本研究貢獻分成四個部分，第一、期望針對快速發展之直播產業的探討，帶來一套理論架構與實證研究；第二、華人地區直播產業發展較為快速，因此本研究採用華人社會的人際關係理論，來衡量華人直播情境中的觀眾與直播主之關係；第三、採用自我決定理論來探討觀眾觀看直播之動機，並如何影響其與直播主之關係；第四、本研究使用獎勵為調節變數，探討其對動機與關係的調節效果，填補了目前獎勵相關文獻在調節效果上的缺口。 ;Due to the popularity of mobile devices and 4G in recent years, the live streaming platform has emerged, and the entire broadcast industry has been flourishing for the next decade. In addition to the number of broadcasters and viewers of several well-known live streaming platforms, such as 17.live and Twitch, many Internet giants (Amazon, Facebok) have also entered the broadcast market. According to related reports, analysts estimated that the Chinese broadcast market in 2020 may grow from 15 billion dollar in 2017 to 60 billion dollar or even higher. Therefore, “broadcast industry” is a trend in the next few years, and the broadcast market in the Chinese region is a topic worth exploring. The purpose of this study is to explore: "What is the relationship between the motivation of the viewers and the relationship between the broadcasters and viewers, and the use of tangible rewards and intangible rewards as adjustment variables, trying to understand whether the rewards will lead to changes in the relationship?" And this study survey the viewers in Taiwan and China, structural equation model and multi-group comparative analysis were used for the study. This study will be divided into two parts. The first part is to explore whether the motivation of the viewers will affect the establishment of viewer-broadcaster relationship (included Instrumental Ties, Expressive ties, Mixed ties); the second part is discuss whether tangible rewards and intangible rewards have an adjustment effect between motivations and viewer-broadcaster relationship. The results show that tangible rewards have a regulating effect on "Instrinsic motivation and Mixed ties", "Extrinsic motivation and Expressive ties" intangible rewards have a regulating effect on "Extrinsic motivation and Instrumental ties, Expressive ties". The contribution of this research is divided into four parts. First, it is expected to bring about a theoretical framework and empirical research for the rapid development of the broadcast industry. Second, the broadcast industry in the Chinese region is developing rapidly. Therefore, this study uses the Relationship theory of Chinese society to measure the relationship between the viewers and the broadcasters in the Chinese region.Third, the study is the first to use the self-determination theory to explore the motivation of the viewer to watch the live broadcast, and how to influence its relationship with the broadcaster. Fourth, the study uses rewards to adjustment variables and explore its adjustment effect on motivation and relationship. At present, the gap in the adjustment effect of related literature is rewarded.
顯示於類別:	[企業管理研究所] 博碩士論文

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