網路直播的普及，造就現今商業模式的改變，人們開始透過直播進行購物活動，不僅能拉近直播主與觀眾的關係，觀眾也可以直接與其進行對話。過去對於網路直播的研究，鮮少以購物情境做考察，故本研究聚焦於購物情境下，藉由心理角度檢視直播主與觀眾之間的互動，透過直播主的擬社會互動與自我揭露的作用下，引發觀眾對直播主的社會支持，進而影響後續觀眾的打賞意願及購買意願做探討，並且進一步了解觀眾的社交焦慮感、寂寞感及社會比較如何影響直播主與觀眾之間的擬社會互動、自我揭露與社會支持的關係。
　　本研究透過實驗法進行，進行兩個實驗，實驗一為2（擬社會互動：高vs.低）x2（自我揭露：高vs低），如何獲得觀眾對直播主的社會支持，進而影響打賞意願、購買意願，並加入社交焦慮感、寂寞感是否會調節對於直播主與觀眾間的社會支持。實驗二則是在高擬社會互動情境下，2（自我揭露：高vs.低）x2（社會比較：向上vs向下）探討，以此驗證假說。本研究結果發現：擬社會互動、自我揭露對社會支持皆有顯著影響力，並且兩者之間對社會支持具有交互作用。此外，社會支持對打賞意願、購買意願也有顯著影響力，結果也得知在高擬社會情境下，自我揭露與社會比較對社會支持的影響具有顯著效果。此外，僅在向上社會比較情況下，無論自我揭露程度高低對社會支持具有強化效果。本研究藉由探討直播購物情境下，不僅為網路直播研究奠定新的視角，更提供了多元的理論貢獻及相關實務建議。

The popularity of online live stream has changed the current business model. People begin to conduct shopping activities through live stream, which can not only shorten the relationship between streamer and audience, but also allow the audience to have a direct conversation with them. In the past, few studies on online live stream have investigated the shopping situation, so this study focuses on the shopping situation and examines the interaction between streamer and audience from a psychological perspective. Live through the streamer proposed under the action of parasocial interaction and self disclosure, cause the audience to live the social support of the streamer, will affect subsequent audiences' willingness to donate and purchase intention, and further to understand the audience's social anxiety, loneliness, and social comparison affect how live between the streamer and the audience to parasocial interactions, self-disclosure, and the relationship between social support.
In this study, two experiments were conducted through the experimental method. The first experiment was 2(parasocial interaction: high vs. low) x 2 (self-disclosure: high vs. low). How to obtain the audience's social support for streamer, thus influencing the intention of donate and purchase, and join the social anxiety, loneliness will adjust to social support between the audience and streamer. The second experiment tested the hypothesis by using 2(self-disclosure: high vs. low) x 2 (social comparison: up vs. down) in a highly parasocial interaction situation. The results also show that self-disclosure and social comparison have a significant effect on social support in the highly parasocial interactions. In addition, only in the case of upward social comparison, whether the degree of self-disclosure is high or low has a strengthening effect on social support. This study not only provides a new perspective for the study of live stream, but also provides multiple theoretical contributions and relevant practical suggestions by discussing the situation of live shopping.

論文審定書……………………………………………………………………………....i
摘要……………………………………………………………………………………...ii
Abstract…………...………………………………….……………………………........iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 6
第四節 研究目的 6
第二章 文獻探討 7
第一節 網路直播 7
第二節 擬社會互動 11
第三節 自我揭露 13
第四節 社會支持 15
第五節 社交焦慮感 18
第六節 寂寞感 20
第七節 社會比較 22
第三章 假說推論與研究方法 25
第一節 研究架構 25
第二節 假說推論 25
第三節 研究方法 31
第四節 實驗一 32
第五節 實驗二 43
第六節 變數測量量表 46
第四章 資料分析 48
第一節 實驗一 48
第二節 實驗二 63
第五章 結論與討論 74
第一節 研究發現與建議 74
第二節 研究貢獻 76
第三節 研究限制與未來研究方向 79
參考文獻 …………………………………………………………………………….81
附錄 ………………………………………………………………………………...111

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