近年來直播的快速崛起對媒體產業產生巨大的衝擊。有別於傳統大眾媒體，直播具有高互動性，使用者可以在直播頻道內與直播主或是使用者之間彼此互動，在直播中使用者持續觀看人數，是影響直播主與該直播平台的重要收益來源。因此，影響使用者持續使用意圖的因素是相當重要的研究課題。此外在社群媒體與傳統媒體中，寂寞感被廣泛討論，寂寞感的人持續使用社群媒體滿足現實人際關係的缺乏，在持續使用意圖中，寂寞感是否有影響也同樣是值得探討的。 本研究試圖探討使用者持續觀看直播之因素，以社會認同理論與擬社會互動為基礎，並加入寂寞感作為調節變項，以瞭解他是否會影響使用者持續觀看直播之意圖。研究模型是基於整理相關文獻提出，利用網路發放問卷進行問卷調查法，共蒐集257份有效樣本。並透過SPSS、AMOS與SmartPLS 2.0進行資料分析，以檢驗本研究模型與假說。 研究結果顯示：(1) 在直播中擬社會互動程度會對直播主的認同有顯著影響 (2) 直播主認同對於持續觀看直播意圖有顯著影響 (3) 直播主認同到持續觀看直播意圖的影響，會受到寂寞感調節，當直播主認同低時有顯著差異 (4) 不同的直播類型，影響使用者觀看因素不同。 ;Live streaming has critical impact on traditional media in recent years. Compared to traditional media, live streaming is more interactive. User can interact with both audiences and broadcasters on live streaming platforms. On a live streaming platform, user’s continuous watching behavior contributes to income for both broadcasters and platform managers. Therefore the factors affecting live streaming users continuance intention is an important researchable issue. In addition, loneliness has been identified as a factor in social media and traditional media participation. Lonely people use social media to satisfy their lack of real life interpersonal relationship. Therefore, it is important to examine the impact of loneliness in continuous intention. This study attempts to explore user’s continuance watching intention, using factors based on social identity and para-social interaction, and includes loneliness as a moderator. An online questionnaire survey was carried out, valid data from 257 respondents, and was analyzed with SPSS, AMOS and SmartPLS 2.0. Analysis reveals that: (1) para-social interaction affects broadcaster identification (2) broadcaster identification affects continuous watching intention (3) loneliness partially moderates the impact of broadcaster identification on continuous watching intention; and (4) different live streaming genres have different determinants for user intentions.
