直播的興起帶來了全新形式的社交互動和娛樂，其中包括在直播主的頻道上贈送會員資格的行為。然而，這種行為背後的動機仍不明確。雖然以往的研究已探討過在直播環境中捐贈行為，但對於這些發現是否也適用於頻道會員資格贈送的行為仍然存在不確定性。因此，本研究旨在調查贈送頻道會員資格以及分享/推廣直播主的意圖。本研究從社會認同、情感依附和情感角度這三個不同的觀點進行探討。透過調查，本研究探索了群體特徵（群體相似性、群體接受度和群體參與度）以及虛擬社交互動（直播主-觀眾互動和觀眾-觀眾互動）與贈送會員資格、分享/推廣直播主意圖之間的關聯。同時，本研究還探討了社會認同、情感依附和情感角度在塑造這些行為中的中介作用。整體而言，本研究旨在更深入地瞭解贈送頻道會員資格和分享直播主在直播中的動機和行為。透過多角度的考量和直播主-觀眾、觀眾-觀眾之間的互動分析，本研究期望能為這一新興現象帶來更多光明，同時為學術界和實務界提供深入見解。;The rise of live streaming has brought about new forms of social interaction and entertainment, including the practice of memberships gifting on a live streamer’s channel. However, the motivations behind the behavior remain unclear. While previous studies have explored the behaviors of donations in the context of live streaming, it is still uncertain whether these findings also apply to the behaviors of channel’s membership gifting. Therefore, in this study we aim to investigate the intention behind gifting channel memberships and sharing/promoting the live streamers in live streaming. This study discussed from three different perspectives: social identity, emotional attachment, and affective perspective. Through the survey, this study explored the relations from group characteristics (group similarity, group receptivity and group involvement) and para-social interactions (live streamer-viewer interaction and viewer- viewer interaction) to the intention of membership gifting and sharing/promoting live streamers. This study also investigated the mediating role of social identity, emotional attachment and affective perspective in shaping these behaviors. Overall, this study aims to contribute to a deeper understanding of the motivations and behaviors surrounding gifting channel memberships and sharing live streamers in live streaming. By considering multiple perspectives and analyzing the interactions between Live Streamer-Viewer and Viewer-Viewer perspectives, this study hope to shed light on this emerging phenomenon and provide insights for both academic and practical contexts.
