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。;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.
