在當今世界，新科技正極大地影響人們相互聯繫及互動的方式。事實上，直播服務（例如: YouTube Live、Instagram Live、V live、Twitch 等）已成為網路直播主與觀眾建立關係最具影響力的媒介。就近年來，不少研究提出，擬社會關係的原始概念早已不只是單向關係，而是兩方同步互動的雙向關係。因此，本研究旨在測試雙向的擬社會關係是否對網路直播觀眾群在直播平台上的粘著度以及購買意願產生正影響。此外，我們以粉絲迷度作為中介變數並驗證其對擬社會關係與觀眾行為，即購買意願和觀看時間的影響。通過MTurk線上調查平台收集了 384 個有效樣本，並應用了結構方程模型 (SEM) 來檢測預測假設。結果顯示，雙向的擬社會關係對網路直播平台上觀眾的粘著度和購買意願有著相當明顯的直接和間接影響。當網路直播主和觀眾群間的擬社會關係愈高，直播觀眾在直播平台上的購買意願及停留的時間也愈高。此研究進而了解當今網路直播主與觀眾群之間的關係以及觀眾群在社交媒體平台上的在線行為。

In today's world, new technology dramatically impacts how people connect and communicate with one another. Live streaming services (e.g., YouTube Live, Instagram Live, V live, Twitch, etc.) have become one of the most critical tools for streamers to build relationships with their viewers in real-time. Studies have argued that the original concept of parasocial relations is no longer just a one-sided relationship in recent years. This article aimed to test whether the trans-parasocial relation will positively affect viewers' stickiness and purchase intention on live streaming platforms. Within this context, trans-parasocial relation is defined as a synchronously interactive and two-way relationship between the streamer and viewers. Furthermore, this research investigate fanship as the mediating factor in the relationship between the trans-parasocial relation and viewers' behaviors (i.e., purchase intention and viewing time). The results of this research were collected through an online survey tool, Amazon Mechanical Turk (MTurk). Overall, 384 valid responses were analyzed for our study, and the structural equation models (SEMs) were applied to test the predicted hypothesis. Overall, the result reveals significant direct and indirect effects of trans-parasocial relation on stickiness and purchase intention. The higher trans-parasocial relation further leads to higher viewers' fanship and increases their willingness to stay longer or make purchases on the live stream platforms. These findings further understand current streamer-viewer relations and viewers' online behavior on social media platforms.

Validation Letter i
摘要 ii
Abstract iii
List of Figures and Tables vi
CHAPTER 1: INTRODUCTION 1
1.1 Research Background 1
1.2 Research Questions and Gaps 2
CHAPTER 2: LITERATURE REVIEW 4
2.1 Trans-Parasocial Relation 4
2.2 Fanship 7
2.3 Stickiness 9
2.4 Purchase Intention 11
2.5 Theoretical Framework 12
CHAPTER 3: RESEARCH METHODOLOGY 14
3.1 Hypothesis Development 14
3.1.1 Hypothesis 1 & Hypothesis 2 14
3.1.2 Hypothesis 3 15
3.1.3 Hypothesis 4 & Hypothesis 5 16
3.2 Research Design 16
3.2.1 Questionnaire Design 17
3.2.2 Operational Variables and Measures 18
3.3 Data Collection 22
3.4 Description of Respondents Characteristics 24
Chapter 4: Research Findings 27
4.1 Reliability and Validity 27
4.2 Hypotheses Testing 30
Chapter 5: Conclusion 32
5.1 Discussion 33
5.2 Theoretical & Managerial Implication 34
5.3 Limitations and Future Research 35
References 37

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