博碩士論文 etd-0801121-160947 詳細資訊


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姓名 鄧芳草(Dang Phuong Thao ) 電子郵件信箱 E-mail 資料不公開
畢業系所 人力資源管理全英語碩士學位學程(Global Human Resource Management English MBA Program)
畢業學位 碩士(Master) 畢業時期 109學年第2學期
論文名稱(中) 論直播用戶參與度對打賞意願及觀看動機之影響
論文名稱(英) How viewers are motivated to donate to streamer: examining the mediating role of viewer engagement in the live streaming platform.
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    摘要(中) 自願打賞一直是直播服務的重要互動方式,觀眾通過打賞來表達他們對直播的滿足和滿意。本研究旨在透過使用與滿足理論調查觀眾消費直播影片的動機,此外,我們想確認追求與觀眾的互動行為在觀眾的動機和打賞意願之間的關聯。
    通過 MTurk 線上調查平台收集了 168 個樣本數據,結果顯示,個人身份——社會地位對觀眾如何觀看直播以及如何與直播互動有很大的影響。通過社交媒體平台獲得個人身份的動機的三個維度,即社會存在感、歸屬感和追隨潮流,作為例證並被證明對觀眾的互動行為有不同的影響。觀眾參與度作為觀眾直播觀看體驗的一個重要因素,對創造觀眾互動和追求觀眾打賞的意願具有顯著影響。
    摘要(英) Sending voluntary donation has always been an important interaction of the live streaming service. Viewers donate money as a way to show their gratification and satisfaction toward the stream. This study is aimed to investigate what are the motivation for viewers to consume the live streaming video within the scope of Uses and Gratification Theory. Furthermore, we want to examine the role of engagement in pursuing viewers’ interactive behavior and mediating the relationship between viewers’ motivation and donate intention. The data of 168 samples was collected through MTurk online survey platform. The result shows that personal identity – social status has a great influence on how audiences view and interact with the live streaming. Three dimensions of motivation to gain personal identity through the social media platform, which are social presence, sense of belonging and following trends, were exemplified and proved to have different impacts on the audiences’ interactive behavior. The audience’s engagement presented as an important factor in the audience live streaming viewing experience, had significantly impact in creating audiences’ interaction and pursuing their intention to donate.
    關鍵字(中)
  • 直播
  • 使用與滿足理論
  • 動機
  • 參與
  • 打賞意願
  • 關鍵字(英)
  • live streaming
  • Uses and Gratification Theory
  • motivations
  • engagement
  • donate intention
  • 論文目次 Validation Letter i
    Thesis Authorization Form ii
    Acknowledgement iii
    (Chinese Abstract) 摘 要 iv
    Abstract v
    Table of Contents vi
    1. Introduction 1
    1.1. Research Background 1
    1.2. Research Questions 2
    2. Literature Review 3
    2.1. An overview of live streaming servive. 3
    2.2. Uses and Gratification Theory 4
    2.2.1. Definition 4
    2.2.2. The application of Uses and Gratification Theory 4
    2.3. Viewers’ Engagement 6
    2.4. Donation and Intention to Donate 7
    3. Hypotheses 10
    3.1. Hypotheses Development 10
    3.2. Theorical Framework 11
    3.2.1. Motivations for interactive behavior and viewers donate intention 11
    3.2.2. Viewers Engagement and Donate Intention 12
    3.2.3. Mediation 13
    4. Methodology 15
    4.1. Questionnaire Design 15
    4.2. Data collection 18
    4.3. Data Analysis & Results 20
    4.4. Hypotheses Testing 24
    4.4.1. Model Analysis 24
    4.4.2. Testing Mediation 25
    5. Discussion & Implication 27
    5.1. Discussion of research 27
    5.2. Theorical & Practical Implication 28
    5.3. Limitation & Future Research Direction 29
    References 30
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    口試委員
  • 林帆 - 召集委員
  • 雷英瑞 - 委員
  • 金志衍 - 指導教授
  • 口試日期 2021-08-09 繳交日期 2021-09-01

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