隨著直播產業快速發展，觀眾的金錢支持(如送禮與訂閱)成為直播主收入的重要來源。然而，現有研究多聚焦於直播主特質或社交互動，較少從平台設計因子角度探討其對觀眾金錢參與的影響。此外，過去也未有研究同時納入多個依附對象以及依附風格的概念，並探討對於觀眾金錢參與的影響 ，顯示相關知識之不足，該不足可能會讓直播主與平台管理者失去穩定金流。因此，本研究探討資訊管理領域中，直播平台設計如何影響觀眾的金錢參與行為，並以依附理論作為理論基礎。本研究提出兩個主要研究問題：(1) 直播平台的設計如何影響觀眾的依附感與金錢參與？(2) 不同類型的依附感如何影響觀眾的金錢參與？本研究以依附理論作為理論基礎，透過雙波段問卷調查(survey)收集觀眾數據，並採用結構方程模型(SEM)進行分析。此外，本研究引入多重依附對象與依附風格的概念，區分出基於個體連結與群體認同的依附類型，並探討不同依附感如何影響觀眾的金錢參與。本研究結果發現，地位象徵的平台設計能增進基於情感聯繫的焦慮、逃避型使用者進行金錢參與行為；而互動管理賦能的設計則能增進基於情感聯繫的焦慮型依附使用者進行送禮支持行為。本研究的理論貢獻在於(1) 從直播平台設計角度探討觀眾的依附感與金錢參與行為，填補過往研究空缺；(2) 提出2×2依附類型模型，以解析不同類型的依附感如何影響觀眾行為。透過這些探討，本研究不僅深化對觀眾行為動機的理解，也為直播平台的優化設計提供實務建議。;With the rapid growth of the livestreaming industry, audience financial support—such as gifting and subscribing—has become a key revenue source for streamers. However, most existing research has focused on streamer characteristics or social interaction, with limited attention to how platform design influences monetary participation. Few studies have also considered multiple attachment targets and styles, revealing a theoretical gap that may hinder stable revenue strategies. To address this, the present study explores how platform design shapes viewers’ financial participation, drawing on attachment theory. Two main research questions are proposed: (1) How does livestream platform design influence viewers′ attachment and financial participation? (2) How do different types of attachment affect viewers′ financial participation? A two-wave survey was conducted, and data were analyzed using structural equation modeling (SEM). This study introduces a framework that distinguishes between bond-based and identity-based attachments, each with anxious and avoidant styles. The results show that symbol of status features enhance financial support among users with bond-based anxious and avoidant attachment, while interactive management affordance promotes gifting among bond-based anxious users. This study contributes: (1) by examining how platform design impacts attachment and financial behavior; and (2) by proposing a novel 2×2 attachment typology explaining user behavior. The findings offer insights for improving platform design and user engagement.
