探討社會認同影響觀眾持續觀看直播意圖研究

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：80

、訪客IP：3.144.248.24

姓名

粘佩琳(Pei-Lin Nien) 查詢紙本館藏

畢業系所

企業管理學系在職專班

論文名稱

探討社會認同影響觀眾持續觀看直播意圖研究
(Examining the Effect of Social Identity on Continuous Watching Intention)

相關論文

★ 台灣企業經營模式研究-以個案公司為例	★ 組織文化對企業永續經營之影響---以某外商為例之個案研究
★ 專案管理運用於軍售作業之探討	★ 合資企業組織變革與組織學習對組織績效之影響 ---以國內某合資氣體公司為例
★ 探討在分散型產業,如何利用策略性委外執行低成本與差異化-以Supermicro公司為例	★ 企業投資中國的成長策略之探討-以台灣艾華電子公司為例
★ 從全球定位系統(GPS)設計代工個案探討其競爭優勢	★ 創投公司投資網際網路產業之先佔者優勢探討
★ 以資料包絡分析法評估電資通光領域之科技研究發展專案計畫相對效率	★ 車廠中頻直流（MFDC）點焊之品質管理制度的建立 — 以C公司為例
★ 運用六個標準差降低液晶製程中半成品耗損 — 以A公司為例	★ 以財務指標探討連接器產業之經營策略-以A公司為例
★ 台灣半導體通路商經營績效分析之研究-以資料包絡分析法評估	★ 自行車安全帽行業自創品牌進入中國市場之行銷策略－以廠商F公司為例
★ 化粧品零售業之電子商務商業模式-以S企業集團直營網站經營為例	★ 台灣網版印刷中小企業競爭策略分析-以E公司為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 (2024-5-31以後開放)

摘要(中)

網路直播是伴隨著通訊基礎設施普及所產生的一種新型態網路行為，根據文獻探討台灣觀賞直播的族群由 2017 年起開始高度成長。所謂的網路直播，是一種運用即時影音串流的技術，讓觀眾們透過網路進行觀看及互動，眾多型態的網路直播節目中，以主持特定類型及話題，與虛擬社群產生互動的形式最具商業價值。本研究旨在探討直播主與虛擬社群之認同關係，對影響觀眾持續觀看意圖成為研究動機。以擬社會互動經驗(Experience of para-social)、真實自我一致性 (Actual self-congruity)、參與(Participation)與認知交流(Cognitive communion)四項因素進行網路調查，回收有效樣本共 244 份以結構方程式分析結果顯示，觀眾的真實自我一致性、擬社會互動經驗對直播主認同(Broadcaster identification)具備正向且顯著的影響;觀眾的參與行為也顯著影響著群體認同(Group identification); 直播主認同及群體認同對於觀眾持續觀看意圖皆有正向影響;唯群體認同並不受到認知交流因素所影響。女性在擬社會互動經驗相較於男性族群在對直播主認同呈現不顯著。本研究希望貢獻給直播服務平台，運用經營策略強化觀眾認同感以增加使用率並達到持續觀看及黏著，為直播服務平台創造盈收。

摘要(英)

The live stream is an emerging network behavior that comes with the popularity of the communications infrastructure. According to research reports, the population who watch the live stream video in Taiwan has grown up from 2017. The live stream is a technology that uses real-time video streaming technology to allow the audience to interact through the Internet. In many types of live stream programs, the most present valuable program is relying on the broadcaster to host specific topics and interacting with the audience or virtual communities. This thesis aims to explore the relationship between the broadcaster and the audience, which factor affects the audience intentions of continuous watching. In the thesis, we designed a questionnaire under four factors of experience: para-social, actual self-congruity, participation, and cognitive communion. The analysis results from 244 participants indicated that the experience of para-social and actual self-congruity of the audience has a positive correlated on broadcaster identity. The audience social behavior also affects the group identity significantlly. That broadcaster and group identity are positively correlated on continuous watching intentions of the audience. Futhermore, only group identity is not affected by cognitive communion. Compare with the male group, the female group′s presented differently between the experience of para-social interaction and broadcaster identification. This thesis expects to contribute to the live stream platform to enhance the continuous watching intention by strengthening the identity, such as enhancing the profitability of the live platform.

關鍵字(中)

★ 網路直播
★ 社會認同
★ 擬社會互動經驗
★ 參與
★ 持續觀看意圖

關鍵字(英)

論文目次

摘要................................................................................................i Abstract.....................................................................................ii 誌謝.......................................................................................... iii 目錄...........................................................................................iv 圖目錄..................................................................................... viii 表目錄........................................................................................ix
第一章緒論 ................................................................................1
1-1 研究背景與動機......................................................................1
1-2 研究目的...............................................................................5
1-3 研究流程...............................................................................6
第二章文獻探討 .........................................................................7
2-1 網路直播...............................................................................7
2-1-1 直播產業的現況...........................................................7
2-1-2 直播服務平台的互動機制.............................................9
2-2 虛擬社群.............................................................................14
2-3 社會認同理論......................................................................14
2-4 擬社會互動經驗...................................................................18
2-5 真實自我一致性...................................................................19
2-6 參與...................................................................................20
2-7 認知交流.............................................................................21
2-8 直播主認同.........................................................................21 2-9 群體認同............................................................................22
第三章研究方法........................................................................23
3-1 研究架構 ............................................................................23
3-2 研究假說 ...........................................................................25
3-2-1 擬社會互動經驗對直播主認同之影響關係...................25
3-2-2 真實自我一致性對直播主認同之影響關係...................25
3-2-3 參與對群體認同之影響關係.......................................26
3-2-4 認知交流對群體認同之影響關係................................27
3-2-5 直播主認同對持續觀看意圖之影響關係......................28
3-2-6 群體認同對持續觀看意圖之影響關係.........................28
3-3 問卷設計 ...........................................................................29
3-4 資料分析方法 .....................................................................31
3-4-1 敘述性統計...............................................................31
3-4-2 信度分析..................................................................31
3-4-3 效度分析..................................................................32
第四章研究結果 .......................................................................33
4-1 敘述性統計 ........................................................................33
4-2 信度分析 ...........................................................................36
4-3 效度分析 ...........................................................................37
4-4 研究假說檢定 ....................................................................39
4-5 性別差異比較 ....................................................................40
4-5-1 男性樣本分析............................................................42
4-5-2 女性樣本分析...........................................................43
4-5-3 性別差異比較結果討論..............................................45
4-6 社群網站 FACEBOOK 樣本分析...........................................45
4-7 影音網站 YOUTUBE 樣本分析.............................................48
第五章討論與建議 ....................................................................51
5-1 研究結論.............................................................................51
5-1-1 擬社會互動經驗對直播主認同之影響...........................51
5-1-2 真實自我一致性對直播主認同之影響..........................53
5-1-3 參與對群體認同之影響..............................................54
5-1-4 認知交流對群體認同之影響.......................................54
5-1-5 直播主認同對持續觀看意圖之影響.............................56
5-1-6 群體認同對持續觀看意圖之影響.................................57
5-2 管理意涵與研究貢獻 ...........................................................57
5-2-1 學術性管理意涵與研究貢獻........................................58
5-2-2 實務性管理意涵與研究貢獻.......................................58
5-3 研究限制與未來研究方向 ....................................................59 參考文獻....................................................................................61 附錄:研究問卷 ..........................................................................73

參考文獻

中文文獻
Cacafly(2017)。你也愛看直播嗎?洞察直播對於網友的魅力所在! 取自 http://cacafly.com/?p=26046
JT Learning IMAM(2012)。社會認同理論。取自 http://tojerome.blogspot.com/2012/09/social-identity-theory-sit.html
PTT 新聞(2019)。進入“先審後播”時代，彈幕會因此變得無聊麽?取自 https://pttnews.cc/70a1f730bf
UDN(2018)。直播打賞爽什麼?乾爹「斗內」砸百萬、送環遊世界也甘願。取自 https://udn.com/news/story/7266/3510678
Yahoo 奇摩 3C 科技(2018)。YouTube 直播新功能!自動字幕與聊天室重播。取自 https://pse.is/JTF4T
Yahoo 奇摩電競(2018)。Twitch 調查報告:82 % 用戶認為贊助有利於電競。取自 https://pse.is/JUHSJ
千千進食中影音網站 Youtube 頻道。取自https://www.youtube.com/channel/UC9i2Qgd5lizhVgJrdnxunKw
大和有話說(2018)。VC 怎麼看台灣直播產業?取自https://pse.is/HMFJ8
中時電子報(2014)。亞馬遜大手筆 291 億元併購 Twitch。取自 https://www.chinatimes.com/newspapers/20140827000812-260110?chdtv
中時電子報(2018)。陸直播市場成紅海營利模式考驗大。取自 https://www.chinatimes.com/newspapers/20180521000316-260203?chdtv
今周刊(2016)。網紅教戰!第一次直播就暴紅。取自https://pse.is/H84A2
朱文禎、陳哲賢(2007)。探討虛擬社群之知識分享行為:以離線遊戲社群為例。電子商務研究。第 5 卷第 1 期，頁 55-80。
朱家齊(2017)。從虛擬到真實-遊戲直播中的擬社會互動、忠誠行為與互動感知之關聯性研究。國立交通大學傳播研究所碩士論文。
江義平、楊婉伶(2018)。線上社群影音參與行為之研究─以直播、短片為例。國立台北大學資訊管理研究所
李可立(2014)。自我一致性與情感品牌依附對 Apple 消費者購買行為之研究。國立中山大學企業管理學系研究所碩士論文
林奕辰(2017)。影響閱聽人觀看網路直播意圖之因素研究。國立中興大學資訊管理系碩士學位論文。
林蘋、陳素緩、蘇東福(2005)。網路社群知識分享影響因素之探討。崑山科技大學學報，第 2 卷，頁 73-84。
洪祥庭(2018)。直播平台上閱聽人對直播主的捐贈與訂閱動機 -以 Twitch 平台為例。國立高雄應用科技大學資訊管理研究所碩士論文。
洪寧(2010)。Facebook 上消費者類社會互動對品牌關係的影響。國立政治大學傳播學院廣告學系碩士論文。
洪睿遠(2008)。擬社會人際互動與消費者專業知識對電子口碑供給之影響。臺北科技大學商業自動化與管理研究所碩士論文。
范懿文、方毓賢、吳政杰、劉昌輝(2011)。虛擬社群持續參與因素之探討。電子商務學報。第 13 卷第 2 期，頁 413-434。
重灌狂人(2017)。YouTube 抖內「超級留言」讓你的訊息變..超...大! 取自 https://pse.is/JLASE
莊伯仲、林佳瑩(2005)。虛擬同居人際互動之初探--以愛情公寓為例。網路社會學通訊期刊。
陳雅婷(2006)。擬社會人際互動與經驗組合順序對消費者虛擬經驗之社群感影響。臺北科技大學商業自動化與管理研究所碩士論文。
凱絡媒體週報(2017)。專題報告:新眼球戰爭!探網路直播節目決勝點。取自 https://pse.is/JL3RY
創市際雙週刊(2017)。剖析直播收視行為 X 洞察直播魅力。創市際第 92 期。
彭俞蓉(2019)。以擬社會互動探討 Facebook 直播的傳播效果。國立政治大學傳播學院傳播碩士學位學程學位論文。
黃凱毓(2013)。Facebook 中的擬社會互動現象分析-Facebook 訊息呈現特性對線上交流之影響。中華傳播學會 2013 年年會論文。
資策會產業情報研究所(2017)。【直播大調查系列一】網友最愛 Facebook、Youtube、17 直播。取自 https://pse.is/JELFF 資策會產業情報研究所(2017)。【直播大調查系列二】31.3%網友追蹤直播主、15%追蹤者花錢打賞。取自 https://pse.is/H9CF5
劉冠麟(2015)。是廣告還是朋友?以擬社會互動探討 Facebook 粉絲專頁之效果。中華傳播學會2015 年年會論文。
數位時代(2014)。你相信直播是未來嗎?取自:https://www.bnext.com.tw/article/41954/live-is-bubble-or-future
賴筱茜、陳延昇(2015)。不只是聽廣播:廣播與社群媒介匯流的擬社會互動經驗。廣播與電視。第 38 期，頁 1-33。
薛怡青(2001)。台灣 BBS 使用者之自我揭露、名片檔自我呈現意願與暱稱認知之初探。國立交通大學傳播研究所碩士論文。
薛婉言(2012)。Facebook 社群網站使用者忠誠度與持續使用意圖之研究。國立東華大學資訊管理碩士論文。
英文文獻
Aaker, J. L. (1999). The Malleable Self: The Role of Self-Expression in Persuasion. Journal of Marketing Research, 36(1), 45-57.
Aguirre-Rodriguez, A., Bo′veda-Lambie, A. M., & Miniard, P. W. (2015). The impact of consumer avatars in Internet retailing on self-congruity with brands. Marketing Letters, 26(4), 631-641.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.
Allen, Vernon L. (1965). “Situational Factors in,” in Advances in Experimental and Social Psychology, Vol. 2, ed. Leonard Berkowitz, New York, NY: Academic Press, 133–175.
Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39.
Ashforth, B. E., Harrison, S. H., & Corley, K. G. (2008). Identification in organizations: An examination of four fundamental questions. Journal of Management, 34(3), 325-374.
Badrinarayanan, V. A., Sierra, J. J., & Martin, K. M. (2015). A dual identification framework of online multiplayer video games: The case of massively multi- player online role playing games (MMORPGs). Journal of Business Research, 68(5), 1045-1052.
Bagozzi, R. P., Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61.
Bandura, A. (1999). Social Cognitive Theory: An Agentic Perspective. Asian Journal of Social Psychology, 2(1), 21-41.
Barki, H., & Hartwick, J. (1989). Rethinking the Concept of User Involvement. MIS Quarterly, 13(1), 53-63.
Barki, H., & Hartwick, J. (1994). Explaining the Role of User Participation in Information System Use. Management Science, 40(4),429-548.
Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of Broadcasting & Electronic Media, 40(4), 478-495.
Battarbee, K. (2003a). Defining co-experience. In Proceedings of the 2003 interna- tional conference on Designing pleasurable products and interfaces (pp. 109-113) (Pittsburgh, PA, USA).
Bele′n del Rio, A., Vazquez, R., & Iglesias, V. (2001). The effects of brand associations ́
on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
Boon, S. D., & Lomore, C. D. (2001). Admirer-celebrity relationships among young adults. Human Communication Research, 27(3), 432-465.
Brewer, M. B. (1991). The social self: On being the same and different at the same time.
Personality and Social Psychology Bulletin, 17(5), 475-482.
Brown, W. J. (2015). Examining four processes of audience involvement with media personae: Transportation, parasocial interaction, identification, and worship. Communication Theory, 25(3), 259-283.
Cheung, M. K., & Lee, K. O. (2010).A theoretical model of intentional social action in online social networks. Decision Support Systems, 49(1), 24-30.
Costa Jr., Paul T.,Terracciano, Antonio, McCrae, & Robert R. (2001). Gender differences in personality traits across cultures: Robust and surprising findings. Journal of Personality and Social Psychology, 81(2), 322-331.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241-263.
Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and para- social relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21-44.
Doods, P. S., Muhamad, R., Watts, D. J. (2003). An Experimental Study of Search in Global Social Networks. Science, 301(5634), 827-829.
Forlizzi, J., & Battarbee, K. (2004). Understanding experience in interactive systems. In Proceeding DIS ′04 Proceedings of the 5th conference on Designing interactive systems: processes, practices, methods, and techniques, 261-268.
Frederick, E. L., Lim, C. H., Clavio, G., & Walsh, P. (2012). Why we follow: An examination of parasocial interaction and fan motivations for following athletearchetypes on Twitter. International Journal of Sport Communication, 5(4),481-502.
Fü ller, J., Matzler, K., & Hoppe, M. (2008). Brand community members as a source of innovation. Journal of Product Innovation Management, 25(6), 608-619.
Grubb, E. L., & Grathwohl, H. L. (1967). Consumer self-concept, symbolism and market behavior: A theoretical approach. Journal of Marketing, 31(4), 22-27.
Hagel, J. and Armstrong, A. G. (1996). The Real Value of On-Line Communities, Harvard Business Review, May-June, 134-141.
Hamilton, W. A., Garretson, O., & Kerne, A. (2014). Streaming on twitch: Fostering participatory communities of play within live mixed media. In Proceedings of the SIGCHI conference on human factors in computing systems (pp. 1315-1324). Toronto, Ontario: Canada, ACM.
Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl revisited: Exploring viewers′ experience of parasocial interaction. Journal of Communication, 61(6), 1104-1121.
Helm, S. V., Renk, U., & Mishra, A. (2016). Exploring the impact of employees′ self- concept,brand identification and brand pride on brand citizenship behaviors. European Journal of Marketing, 50(1/2), 58-77.
Hoffman, D. L., Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), 50-68.
Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
Houlberg, R. (1984). Local television news audience and the para-social interaction.Journal of Broadcasting & Electronic Media, 28(4), 423-429.
Howard Rheingold. (1993).The Virtual Community. New edition, MIT Press, 2000.
Hsu, L. C., Chih, W. H., & Liou, D. K. (2015). Understanding community citizenship behavior in social networking sites. Industrial Management & Data Systems,115(9), 1752-1772.
Hu, M., Zhang, M., & Luo, N. (2016). Understanding participation on video sharing communities: The role of self-construal and community interactivity. Computers in Human Behavior, 62, 105-115.
Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594-606.
Kang, Y. S., Hong, S., & Lee, H. (2009). Exploring Continued Online Service Usage Behavior: The Roles of Self-Image Congruity and Regret. Computers in Human Behavior, 25(1), 111-122.
Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57-78.
Ken, H. T., Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732-742.
Kleine III, R. E., Kleine, S. S., & Kernan, J. B. (1993). Mundane Consumption and the Self: A Social‐Identity Perspective. Journal of Consumer Psychology, 2(3), 209- 235.
Koo, W., Cho, E., & Kim, Y. K. (2014). Actual and ideal self-congruity affecting con- sumers′ emotional and behavioral responses toward an online store. Computers in Human Behavior, 36, 147-153.
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964.
Labrecque, L. I. (2014). Fostering consumerebrand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
Lascu, D. N., Zinkhan, G. (1999).Consumer Conformity: Review and Applications for Marketing Theory and Practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
Laurenceau, Philippe, J., Barrett, Feldman, L., Pietromonaco, & Paula R. (1998). Intimacy as an interpersonal process: The importance of self-disclosure, partner disclosure, and perceived partner responsiveness in interpersonal exchanges. Journal of Personality and Social Psychology, 74(5), 1238-1251.
Lim, S., Cha, S. Y., Park, C., Lee, I., & Kim, J. (2012). Getting closer and experiencing together: Antecedents and consequences of psychological distance in social media-enhanced real-time streaming video. Computers in Human Behavior, 28(4), 1365-1378.
Liu, S. M., Liao, J. Q., & Wei, H. (2015). Authentic leadership and whistleblowing: Mediating roles of psychological safety and personal identification. Journal of Business Ethics, 131(1), 107-119.
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger. B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75(4), 35-52.
Matthews, M. L., Moran, A. R. (1986). Age differences in male drivers′ perception of accident risk: The role of perceived driving ability. Accident Analysis & Prevention, 18(4), 299-313.
Miller, R. B., Greene, B. A., Montalvo, G. P., Ravindran, B., Nichols II, J. D. (1996). Engagement in Academic Work: The Role of Learning Goals, Future Consequences, Pleasing Others, and Perceived Ability. Contemporary Educational Psychology, 21(4), 388-422.
Moon, Y., & Nass, C. (1998). Are computers scapegoats? Attributions of responsibility in human-computer interaction. International Journal of Human-Computer Studies, 49(1), 79-94.
Pronin, E., Fleming, J. J., & Steffel, M. (2008). Value revelations: Disclosure is in the eye of the beholder. Journal of Personality and Social Psychology, 95(4), 795- 809.
Riley, T., & White, V. (2016). Developing a sense of belonging through engagement with like-minded peers: A matter of equity. New Zealand Journal of Educational Studies, 51(2), 211-225.
Rosengren, K. E., Windahl, S., Hakansson, P. A., & Johnsson-Smaragdi, U. (1976). Adolescents′ TV Relations: Three Scales. Communication Research, 3(4), 347- 366.
Rubin, A. M., Perse, E. M., Powell, R. A. (1985). Loneliness,Parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155- 180.
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300.
Smith, T., Obrist, M., & Wright, P. (2013). Live-streaming changes the (video) game. In Proceedings of the 11th european conference on interactive TV and video (pp. 131-138). Como, Italy: ACM.
Stern, B. B., Russell, C. A., & Russell, D. W. (2007). Hidden persuasions in soap operas: Damaged heroines and negative consumer effects. International Journal of Advertising, 26(1), 9-36.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumerebrand identification. International Journal of Research in Marketing, 29(4), 406-418.
Swann, W. B., Griffin, J. J., Predmore, S. C., & Gaines, B. (1987). The cognitive– affective crossfire: When self-consistency confronts self-enhancement. Journal of Personality and Social Psychology, 52(5), 881-889.
Tajfel, H. (1974). Social identity and intergroup behaviour. Information (International Social Science Council), 13(2), 65-93.
Tang, J. C., Venolia, G., & Inkpen, K. M. (2016). Meerkat and periscope: I stream, you stream, apps stream for live streams. In Proceedings of the 2016 CHI conference on human factors in computing systems (Vol. 16, pp. 4770-4780). Santa Clara, California, USA: CHI.
Thomson, M. (2006). Human brands: Investigating antecedents to consumers′ strong attachments to celebrities. Journal of Marketing, 70(3), 104-119.
Tidwell, M. V. (2005). A social identity model of prosocial behaviors within nonprofit organizations. Nonprofit Management & Leadership, 15(4), 449-467.
Wang, S. J., Hsu, C. P., Huang, H. C., & Chen, C. L. (2015). How readers′ perceived self- congruity and functional congruity affect bloggers′ informational influence: Perceived interactivity as a moderator. Online Information Review, 39(4), 537-555.
Wasko, M. M., Faraj, S. (2000). “It is what one does”: why people participate and help others in electronic communities of practice. The Journal of Strategic Information Systems, 9(2-3), 155-173.
White, R. W. (1959). Motivation reconsidered: The concept of competence. Psychological Review, 66(5), 297-333.
Wulf, T., Schneider, F. M., & Beckert, S. (2018). Watching Players: An Exploration of Media Enjoyment on Twitch. Games and Culture, 1555412018788161.
Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers′ impulse buying behavior on social commerce platform: The role of parasocial interac- tion. International Journal of Information Management, 36(3), 333-347.
Yang, C. C., Tsai, I. C., Kim, B., Cho, M. H., & Laffey, J. M. (2006). Exploring the relationships between students′ academic motivation and social ability in online learning environments. The Internet and Higher Education, 9(4), 277-286.
Yoshida, M., Heere, B., & Gordon, B. (2015). Predicting behavioral loyalty through community: Why other fans are more important than our own intentions, our satisfaction, and the team itself. Journal of Sport Management, 29(3), 318-333.
Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352.

指導教授

洪德俊

審核日期

2019-7-1

推文