影響遊戲實況觀眾之黏著度研究 - 整合心流經驗與錯失恐懼觀點

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吳彥鋒(Yen-Feng Wu) 查詢紙本館藏

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企業管理學系

論文名稱

影響遊戲實況觀眾之黏著度研究 - 整合心流經驗與錯失恐懼觀點
(A Study on the Audience′s Stickiness in the Game Live Streaming – An Integrated Model of Flow Experience and Fear of Missing Out)

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摘要(中)

隨著電玩遊戲產業的發展，各式各樣的電玩遊戲不斷推陳出新。越來越多遊戲實況會將自身玩遊戲的內容透過遊戲實況平台與觀眾一同分享，與此同時也帶來了巨量的收看。能否在激烈的電玩遊戲市場上將這些收看轉換成觀眾對遊戲的黏著度，成了值得關注的議題。有別於過去討論玩家對遊戲黏著度之研究，本研究以觀眾觀看實況獲得的遠距臨場感為出發點，整合心流經驗與錯失恐懼的觀點，觀察及比較兩者之間的影響力。本研究採用問卷調查法，共計回收有效問卷330份，以線性結構方程式進行研究假說之分析。結果顯示心流經驗中挑戰性是讓觀眾達到心流經驗的重要因素，並會顯著影響自發性的經驗以及對遊戲的黏著度。另一方面，錯失恐懼觀點中，勝任感影響是觀眾聯繫感的主要因素，表示比起降低觀眾的落後感，建立觀眾遊戲的信心會使他們更會去與他人分享並尋求聯繫感，並進而影響對遊戲的黏著度。本研究的研究結果能夠提供學術與企業對於未來遊戲黏著度的參考方向與建議。

摘要(英)

With the development of the video game industry, there are various video games launched on the market constantly. More and more game streamers share their game content with the audience through the steaming platform. At the same time, it brings a huge amount of viewings. Whether can these viewings be converted into audience’s stickiness to the game has become a topic worthy of our attention. Different from the previous research on the player’s stickiness to the game, this study is based on the telepresence that the audience obtains from the steaming, and integrating Flow Experience and Fear of Missing Out. Additionally, we observe and compare the influence between them.
The research model was tested with data collected from 330 audience, and using structural equation modeling (SEM) to validate the causal relationship between variables. The results of this study were summarized as follows. Challenge of the flow experience is an important factor for the audience to reach the flow experience, and will significantly affect the autotelic experience and the stickiness to the game. In Fear of Missing Out, Competence is the main factor in the connectedness. It means that instead of reducing the audience′s sense of falling behind, building up the audience′s confidence in the game will make them more likely to share and seek connectedness with others, which in turn affects the stickiness to the game. The results of this study could provide a reference on academic and practical aspects.

關鍵字(中)

★ 遠距臨場感
★ 心流經驗
★ 錯失恐懼
★ 黏著度

關鍵字(英)

★ Telepresence
★ Flow Experience
★ Fear of Missing Out
★ Stickiness

論文目次

摘要 i
Abstract ii
誌謝 iii
圖目錄 vi
表目錄 vi
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 4
第二章文獻探討 5
2.1遠距臨場感 5
2.2心流經驗 6
2.3錯失恐懼 9
2.4黏著度 11
第三章研究架構 13
3.1研究架構與假說推論 13
3.2研究對象與資料蒐集 18
3.3操作性定義與問卷設計 18
3.4統計方法分析 22
3.4.1樣本分析 22
3.4.2信度檢定 22
3.4.3效度檢定 22
3.4.4假設驗證 23
第四章資料分析與研究討論 27
4.1樣本基本資料分析 27
4.2研究構面敘述性統計分析 29
4.3測量模型之信效度分析 31
4.3.1抽樣信度分析 31
4.3.2效度分析 32
4.4結構模型路徑分析 36
4.4.1研究模型與模型配適度檢定 36
4.4.2路徑分析 37
4.4.3實證討論 38
第五章結論與建議 42
5.1結論 42
5.2研究意涵 42
5.2.1學術意涵 42
5.2.2實務意涵與建議 43
5.3研究限制與建議 44
參考文獻 46
附錄問卷 53

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指導教授

洪秀婉陳德釗(Shiu-Wan Hung Der-Chao Chen)

審核日期

2021-8-12

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