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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/82143


    Title: 網路直播世代的勝利方程式:從電競選手與直播觀眾的擬社會關係、情感傾向、心流經驗與直播主領導風格探討電競直播的成功模式;The Popularity Formula in the Era of Live-Streaming: an Investigation of Parasocial Relationship, Affective Disposition, and Flow on the Relationship between E-Sports Live-Streamers and Their Followers
    Authors: 李憶萱
    Contributors: 國立中央大學企業管理學系
    Keywords: 電子競技;直播串流;直播主;擬社會關係(PSR);喚醒;情感傾向理論;懸念;心流經驗;領導風格;服務型領導;魅力型領導;威權型領導;e-sports;Live-Streaming;Live-streamer;Parasocial Relation (PSR);arousal;Affection-disposition theory;suspense;Flow theory;Leadership;Servant leadership;Charismatic Leadership;authoritarian leadership
    Date: 2020-01-13
    Issue Date: 2020-01-13 14:17:34 (UTC+8)
    Publisher: 科技部
    Abstract: 近年來電子競技人氣高漲,高額的比賽獎金與成熟的網路直播技術,引領全球各地的電競玩家與電競愛好者,運用直播串流平台(如:Twitch)來即時參與各種電競活動、分享討論電競技巧,直播觀眾甚至還能即時地與直播主進行溝通與交流。正因為擁有傳統媒體所做不到的互動性,遊戲直播平台成為一個黏著力和忠誠度都超乎以往媒體的全新媒介,這點在遊戲直播轉向娛樂化,電玩高手晉升為網紅之後,以及電競即將納入奧運比賽示範項目之後,更明顯地成為一股電競直播熱潮。然而,對於電競選手或直播主與觀眾之間的關係,卻少有探究。因此,本研究擬運用虛擬社會關係理論(PSR),從正向與負向的虛擬社會關係來看電競選手與直播觀眾之間的互動關係與觀眾的情感傾向,並近一步運用情感傾向理論中的「懸念」(suspense)概念,來探討這樣的互動關係是否會引發觀眾「喚醒」(arousal)的情緒狀態,進而提升直播觀眾的投入程度,藉此一窺電競直播的成功模式。同時本研究亦應用領導理論分析電競選手主控虛擬世界的風格,探討電競選手的直播人氣與其領導風格的相關性。 ;In recent years, e-sports has become more and more popular, with high game prizes and mature webcasting technology, leading e-sports players and e-sports enthusiasts around the world to use live streaming platforms (such as Twitch) to participate in various e-sports activities, sharing and discussing e-sports skills, and live viewers can even communicate with live-streamers in real time. Because of the interactivity that traditional media can't do, the live-streaming platform has become a new medium with more adhesive and loyalty than traditional media. After the live-streaming of e-sports turns to the entertaining trend, the games masters are promoted to internet sensations, plus the e-sports will be included in the Olympic Games demonstration project, e-sports live-streaming is booming than ever. However, there is little research on the relationship between e-sports players, live-streamers and viewers. Therefore, this study intends to use the Parasocial Relationship theory (PSR) to look at the interaction between e-sports players and live audiences and the emotional tendencies of viewers from the positive and negative Parasocial Relationships, and to further apply the concept of "suspense" from the Affective-disposition theory to explore whether such an interaction will trigger the live-streaming viewer's emotional state of "arousal", thereby increasing the level of input from the live-streaming viewers, and thus glimpse the successful mode of e-sports live-streaming. At the same time, this study also uses the leadership model to analyze the style how e-sports live-streamers control the virtual world and explore the correlation between the popularity of e-sports live-streamers and their leadership style.
    Relation: 財團法人國家實驗研究院科技政策研究與資訊中心
    Appears in Collections:[企業管理學系] 研究計畫

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