瞭解直播社群中持續捐助意圖之形成：以回饋觀點為基礎

Understanding the Formation of Continuous Donation Intention in Live Streaming: A Feedback Perspective

洪憶華(I-Hua Hung)；周斯畏(Shih-Wei Chou)

依附 ； 持續捐助意圖 ； 社會科技觀點 ； 動機式回饋 ； 社交媒體焦慮 ； Attachment ； continuous donation intention ； socio-technical perspective ； motivational feedback ； social media anxiety

資訊管理學報

28卷1期（2021 / 01 / 31）

1 - 36

繁體中文

雖然直播社群快速成長與利益彰顯，使用者持續捐助意圖之形成仍未有較確切的說法。為解決此問題，本研究應用動機式回饋觀點，包括情感回饋與社交回饋，以及依附心理以檢測相關研究模型並解釋前述持續捐助意圖如何受其影響，及動機式回饋如何受社會科技因素所影響。同時，本研究也探討社交媒體焦慮對社會科技因素與動機式回饋二者關係的影響。本研究模型針對Twitch平台使用者，共收集212份問卷，結果確認，社會科技因素之認同感與遠距臨場感是影響直播社群中個人動機式回饋的主要前置因素，並可進而影響依附與持續捐助意圖。此外，社交媒體焦慮對社會科技因素與動機式回饋之關係亦有顯著的調節效果。本研究認為觀看者依附直播主及持續捐助意圖受個人社交滿足影響，動機式回饋則是以感知價值與科技應用為基礎，並可反映於個人內在情感、社交關係，及行為意圖。本研究同時考量社會科技因素、動機式回饋等面向應能對直播社群使用之理論與實務有一定的貢獻。

Purpose-This study aims to investigate how viewers' continued behavior is affected by motivational feedback, social-technical factors, and anxiety in the live-stream context. Design/methodology/approach-The proposed model is examined by survey method through data collection from 212 users of Twitch and PLS data analysis. Findings-This study finds that socio-technical factors, in terms of identification and telepresence, are the most significant antecedents influencing motivational feedback in live streaming, which in turn affect attachment and continuous donation intention. Besides, the moderating effect of social media anxiety on the relationships between socio-technical factors and motivational feedback is significant. Research limitations/implications-Similar to other cross-sectional surveys, this study has limitation in understanding about attributing and substantiating affirmative causality. Practical implications-This study deepens our understanding about how viewers are motivated by their feedback, social-technical factors of live-streaming, and media anxiety. This enables streamers and live-stream managers to better manage live-stream participation from increasing incentive and removing anxiety. Originality/values-This study suggests that viewers' feeling and continuous donation intention are chiefly affected by motivational feedback and socio-technical factors. When participating in live streaming, positive feeling experiences and personal relationships may change individual behavioral principle, meanwhile, the affective and social cognition are also affected by technology and presence.

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