吃軟不吃硬：三種領導類型直播主如何影響觀眾忠誠度？以觀眾自我建構類型為調節

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王冠尹(Guan-Yin Wang) 查詢紙本館藏

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吃軟不吃硬：三種領導類型直播主如何影響觀眾忠誠度？以觀眾自我建構類型為調節

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摘要(中)

本研究從過去關於直播議題的文獻中發現，對於直播主的探討大多聚焦於特定直播片段，或者特定直播主的特徵、性別等，對於觀眾所產生的影響，卻鮮少對於直播主的類型進行著墨，然而這是在直播關係中非常重要的一個要素；在觀眾方面，大多聚焦討論觀眾觀看直播之內外部動機、產生的行為，或者觀看時間等，卻鮮少探討觀眾心理層面以及個人特徵，而這也是觀眾在直播關係中，會促使他們產生訂閱、捐贈、關注的重要因素之一。因此本研究主要研究方向為：「當觀眾觀看不同領導類型的直播主時，會對其忠誠度產生怎樣的影響」，並且以觀眾之自我建構類型做為調節變項。
本研究透過兩種方式進行研究，實驗法以及一般問卷法，在實驗法中，一共拍攝製作6部直播片段，由一位男性直播主與女性直播主分別詮釋三種領導類型的直播風格，並回收246份有效問卷，透過ANOVA進行分析；而一般問卷法，則以時下知名直播主為主，對大眾發放問卷，回收308份有效問卷，並運用階層線性模型進行跨層次分析。
本研究進行兩個部分的探討，第一部分探討當觀眾面對不同領導類型的直播主時，會對其忠誠度產生何種影響，結果顯示，當觀眾面對服務型直播主與魅力型直播主時，對其忠誠度會有顯著的影響，但面對威權型直播主時，則無法產生顯著的影響；第二部分則探討，不同自我建構類型的觀眾，在面對不同領導類型的直播主時，會對其忠誠度產生何種影響，結果顯示，不同自我建構的觀眾，在面對不同領導類型的直播主時，會有不一樣的忠誠度展現，具有調節效果。
本研究之研究貢獻共分成五個部分：第一個部分，率先運用三種領導者類型的特質，將時下直播主分成三大類型直播主，以填補直播主相關研究議題的理論缺口；第二部分，運用忠誠度的概念來衡量觀當眾面對不同類型直播主時，展現出來的反應，填補「觀眾在觀看直播時所產生的心理變化」之相關理論缺口；第三部分，透過觀眾的自我建構類型作為調節變數，探討面對不同類型直播主時，對忠誠度產生的影響，以填補「觀眾在觀看直播時所產生的心理變化」之相關理論缺口；第四部分，提供直播產業中的直播主得到觀眾注意力、忠誠度，甚至是訂閱、捐贈的實務建議；第五部分，運用階層線性模型進行跨層次分析，來衡量直播主與觀眾之間的關係，並且對「直播主類型」、「觀眾忠誠度」、「觀眾自我建構」三項變數的關聯性提供階層線性模型（HLM）分析的實證研究。

摘要(英)

According to the literature that discusses about live streaming, this study founds out that, instead of focusing on the type of streamers, most of studies about streamers focus more on specific streaming clips, characteristics and gender of the streamers and influence to the audience. However, the type of streamers plays an important role in live streaming. When it comes to audiences, most of studies focus on their internal and external motivation, behaviors and the time they spent. Nevertheless, they rarely discuss about their personal characteristics and psychologic. And these are significant reasons that urge them to subscribe, donate and pay more attention. Therefore, the main orientation of this study is“How do audiences affect their loyalty, when they faced different types of streamers”. Moreover, this study takes self-construal of the audience as moderator.
There are two research methods in this study, experimentation method and questionnaire method. In experimentation method, this study films six clips of live streaming videos that are present by a male and a female streamer. Each of them perform three types of streamers. At last 246 effective questionnaires are collected and analyzed by ANOVA. In questionnaire method, this study collects 308 effective questionnaires that was tested in the name of famous streamers nowadays, and analyzed by Hierarchical Linear Model (HLM).
This study can be discussed in two parts. First part discusses about How do audiences affect their loyalty, when they faced different types of streamers. As the result says, it will have significant outcome when audiences facing the streamer that have characteristics of servant leadership and charismatic leadership. However, it won’t have significant outcome when audiences faced the streamer that have characteristics of authoritarian leadership. The second part of the study also discusses about How do audiences affect their loyalty, when they faced different types of streamers. Moreover, this part considers about self-construal of the audience as moderator. As the result says, when audiences that have different types of self-construal faced different types of streamers, they will have different outcome of loyalty.
The contribution of this study can be discussed in five parts. First, inorder to complement the lack of theory about streamers, this study take the lead in using three type of leadership to classify famous streamers nowadays. Second, in order to complement the lack of theory about psychological changement while audience are watching live streaming, this study use loyalty to measure the result when audiences facing different types of streamers. Third, in order to complement the lack of theory about psychological changement when audience are watching live streaming, this study take self-construal of the audience as moderator to measure the result when audiences faced different types of streamers. Forth, this study also provides Practical advices for streamers, which can help them receive audiences’ attention, loyalty, subscription and donation. Fifth, in order to measure the relationship between streamers and audiences, this study is analyzed by Hierarchical Linear Model (HLM). And provides Empirical Research by analyzed three variables: types of streamers, loyalty of audiences and the self-construal of the audience.

關鍵字(中)

★ 直播
★ 直播主
★ 魅力型領導
★ 威權型領導
★ 服務型領導
★ 忠誠度
★ 認知忠誠
★ 情感忠誠
★ 意圖忠誠
★ 行動忠誠
★ 自我建構
★ 獨立型自我
★ 依賴型自我

關鍵字(英)

★ live streaming
★ online streaming
★ streamers
★ charismatic leadership
★ authoritarian leadership
★ servant leadership
★ loyalty
★ cognitive loyalty
★ affective loyalty
★ conative loyalty
★ action loyalty
★ self-construal
★ independent self-construal
★ interdependent self-construal

論文目次

摘要 iv
Abstract vi
致謝辭 ix
目錄 xi
圖目錄 xvi
表目錄 xvii
一、緒論 1
1-1 研究背景 1
1-2 研究目的 2
1-3 研究動機與預期貢獻 6
二、文獻探討 9
2-1 魅力型領導（Charismatic Leadership） 9
2-2 威權型領導（Authoritarian Leadership） 11
2-3 服務型領導（Servant leadership） 12
2-4 忠誠度（Loyalty） 14
2-5 自我建構（self-construal） 17
2-6 研究假設 20
三、研究方法 38
3-1 研究對象與樣本方法 38
3-2 實驗法 41
3-2-1 實驗設計 41
3-2-1-1 直播主候選人挑選 41
3-2-1-2 直播主候選人外表吸引力調查 45
3-2-1-3 直播劇本撰寫 45
3-2-1-4 直播影片拍攝 45
3-2-1-5 直播影片剪輯與後製 46
3-2-1-6 實驗法問卷設計 50
3-2-2 實驗測量 50
3-2-2-1 直播主候選人外表吸引力調查前測 50
3-2-2-2 直播影片剪輯與後製前測 51
3-2-2-3 正式問卷 55
3-3 一般問卷法 59
3-4 變量衡量方式 60
3-4-1 直播主領導風格 60
3-4-1-1 魅力型領導 61
3-4-1-2 威權型領導 62
3-4-1-3 服務型領導 63
3-4-2 觀眾自我類型 64
3-4-3 觀眾忠誠度階段 66
3-5 控制變數 68
3-6 分析方法 69
3-6-1 敘述性統計與相關分析 69
3-6-2 因素分析 70
3-6-3 信度分析 70
3-6-4 效度分析 71
3-6-5 共同方法變異控制 71
3-6-6 變數之組內與組間變異成份分析 72
3-6-7 階層線性模型分析 72
四、資料分析與研究結果 74
4-1 實驗問卷 74
4-1-1 敘述性統計分析 74
4-1-2 相關分析 77
4-1-3 信度分析 81
4-1-4 建構效度分析 81
4-1-4-1 收斂效度 81
4-1-5 分析結果 83
4-1-5-1 認知忠誠 84
4-1-5-2 情感忠誠 85
4-1-5-3 意圖忠誠 87
4-1-5-4 行動忠誠 88
4-2 一般問卷 89
4-2-1 敘述性統計分析 89
4-2-2 相關分析 93
4-2-3 信度分析 96
4-2-4 建構效度分析 96
4-2-4-1 收斂效度 96
4-2-4-2 區別效度 98
4-2-5 變數之組內與組間變異成份分析 99
4-2-6 共同方法變異分析與因素分析 100
4-2-7 階層線性模型之假設分析結果 101
4-2-7-1 「認知忠誠」、「情感忠誠」、「意圖忠誠」、「行動忠誠」之虛無模型 101
4-2-7-2 三種領導風格對「認知忠誠」之關係 103
4-2-7-2-1 「魅力型領導」對「認知忠誠」之關係 103
4-2-7-2-2「威權型領導」對「認知忠誠」之關係 104
4-2-7-2-3「服務型領導」對「認知忠誠」之關係 105
4-2-7-3 三種領導風格對「情感忠誠」之關係 107
4-2-7-3-1 「魅力型領導」對「情感忠誠」之關係 107
4-2-7-3-2 「威權型領導」對「情感忠誠」之關係 108
4-2-7-3-3「服務型領導」對「情感忠誠」之關係 108
4-2-7-4 三種領導風格對「意圖忠誠」之關係 111
4-2-7-4-1 「魅力型領導」對「意圖忠誠」之關係 111
4-2-7-4-2 「威權型領導」對「意圖忠誠」之關係 112
4-2-7-4-3「服務型領導」對「意圖忠誠」之關係 112
4-2-7-5 三種領導風格對「行動忠誠」之關係 115
4-2-7-5-1 「魅力型領導」對「行動忠誠」之關係 115
4-2-7-5-2 「威權型領導」對「行動忠誠」之關係 116
4-2-7-5-3 「服務型領導」對「行動忠誠」之關係 116
4-2-7-6 「獨立型自我」對三種領導風格至「認知忠誠」之調節效果 119
4-2-7-6-1 「獨立型自我」對「魅力型領導風格」至「認知忠誠」之調節效果 119
4-2-7-6-2 「獨立型自我」對「威權型領導風格」至「認知忠誠」之調節效果 120
4-2-7-6-3 「獨立型自我」對「服務型領導風格」至「認知忠誠」之調節效果 121
4-2-7-7 「獨立型自我」對三種領導風格至「情感忠誠」之調節效果 123
4-2-7-7-1 「獨立型自我」對「魅力型領導風格」至「情感忠誠」之調節效果 123
4-2-7-7-2 「獨立型自我」對「威權型領導風格」至「情感忠誠」之調節效果 124
4-2-7-7-3 「獨立型自我」對「服務型領導風格」至「情感忠誠」之調節效果 125
4-2-7-8 「獨立型自我」對三種領導風格至「意圖忠誠」之調節效果 128
4-2-7-8-1 「獨立型自我」對「魅力型領導風格」至「意圖忠誠」之調節效果 128
4-2-7-8-2 「獨立型自我」對「威權型領導風格」至「意圖忠誠」之調節效果 130
4-2-7-8-3 「獨立型自我」對「服務型領導風格」至「意圖忠誠」之調節效果 130
4-2-7-9 「獨立型自我」對三種領導風格至「行動忠誠」之調節效果 133
4-2-7-9-1 「獨立型自我」對「魅力型領導風格」至「行動忠誠」之調節效果 133
4-2-7-9-2 「獨立型自我」對「威權型領導風格」至「行動忠誠」之調節效果 135
4-2-7-9-3 「獨立型自我」對「服務型領導風格」至「行動忠誠」之調節效果 135
4-2-7-10 「依賴型自我」對三種領導風格至「認知忠誠」之調節效果 139
4-2-7-10-1 「依賴型自我」對「魅力型領導風格」至「認知忠誠」之調節效果 139
4-2-7-10-2 「依賴型自我」對「威權型領導風格」至「認知忠誠」之調節效果 140
4-2-7-10-3 「依賴型自我」對「服務型領導風格」至「認知忠誠」之調節效果 141
4-2-7-11 「依賴型自我」對三種領導風格至「情感忠誠」之調節效果 144
4-2-7-11-1 「依賴型自我」對「魅力型領導風格」至「情感忠誠」之調節效果 144
4-2-7-11-2 「依賴型自我」對「威權型領導風格」至「情感忠誠」之調節效果 146
4-2-7-11-3 「依賴型自我」對「服務型領導風格」至「情感忠誠」之調節效果 147
4-2-7-12 「依賴型自我」對三種領導風格至「意圖忠誠」之調節效果 150
4-2-7-12-1 「依賴型自我」對「魅力型領導風格」至「意圖忠誠」之調節效果 150
4-2-7-12-2 「依賴型自我」對「威權型領導風格」至「意圖忠誠」之調節效果 151
4-2-7-12-3 「依賴型自我」對「服務型領導風格」至「意圖忠誠」之調節效果 152
4-2-7-13 「依賴型自我」對三種領導風格至「行動忠誠」之調節效果 155
4-2-7-13-1 「依賴型自我」對「魅力型領導風格」至「行動忠誠」之調節效果 155
4-2-7-13-2 「依賴型自我」對「威權型領導風格」至「行動忠誠」之調節效果 156
4-2-7-13-3 「依賴型自我」對「服務型領導風格」至「行動忠誠」之調節效果 157
五、結論與建議： 161
5-1 研究結果 161
5-1-1 實驗法 161
5-1-2 一般問卷法 162
5-1-2-1 直播主類型如何影響觀眾忠誠度 166
5-1-2-2 觀眾自我建構對直播主類型影響觀眾忠誠度之調節效果-獨立型自我 172
5-1-2-3 觀眾自我建構對直播主類型影響觀眾忠誠度之調節效果-依賴型自我 177
5-1-2-4 研究發現 182
5-2 研究貢獻 187
5-2-1 研究架構層面 187
5-2-2 理論意涵層面 188
5-3 實務建議 189
5-4 研究限制與後續研究建議 191
參考文獻 193
附錄一、實驗法問卷 209
附錄二、一般問卷 214

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指導教授

李憶萱

審核日期

2019-7-25

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