| 题名 |
擬社會互動與知覺價值影響捐贈直播主意願之初探 |
| 并列篇名 |
Exploring the Influence of Pseudo-Social Interaction and Perception Value on the Intention of Donating to Streamers |
| DOI |
10.29916/JMPP.202308_17(2).0005 |
| 作者 |
王韻涵(Yun-Han Wang)；郭德貞(De-Jhen Guo)；楊劭為(Shao-Wei Yang) |
| 关键词 |
直播主 ； 擬社會互動理論 ； 知覺價值 ； 捐贈 ； streamer ； pseudo-social interaction theory ； perceived value ； donation |
| 期刊名称 |
管理實務與理論研究 |
| 卷期/出版年月 |
17卷2期（2023 / 08 / 01） |
| 页次 |
63 - 73 |
| 内容语文 |
繁體中文;英文 |
| 中文摘要 |
隨著現今智慧型手機蓬勃發展及多元的網路服務，其便利性亦使得人們改變過往習慣，其中直播產業獨有的捐贈機制和互動式的介面設計，除了潛藏龐大的商機，更全然地融入使用者的日常生活中，實況直播儼然成為新興話題。然而目前有關實況直播的研究，大多是探討直播為經營者所創造的效益，鮮少以觀眾的角度分析。因此本研究的觀念性架構以知覺價值為基礎，結合擬社會互動，探討觀眾捐贈直播主的動機及意願，並利用網路問卷進行問卷調查。本研究從線上問卷調查，回收之有問卷數為236份，其中有效問卷數為206份，有效問卷回收率為87.28%。以SPSS進行敘述性統計、因素分析與路徑分析。結果顯示認知型與情感型擬社會互動對捐贈意圖均會影響觀眾的捐贈意圖；享樂知覺價值亦會影響觀眾的捐贈意圖；至於受訪者的捐贈意圖則會高度影響其對直播主的捐贈行為；根據研究結果，擬社會互動與知覺價值可以用來解釋觀眾捐贈直播主的意願。 |
| 英文摘要 |
With the fast development of smart phones, the convenience of diversified network services make people change their past habits. The unique donation mechanism and interactive interface design of the live broadcasting industry not only provoke the lurking huge business opportunities but also are completely integrated into the daily life of users. Then, the live broadcasting has become a new topic. However, the current research on streamers mostly focuses on the benefits created by live broadcasting for operators, and rarely studies have been analyzed from the perspective of viewers. Therefore, the framework of this study combines the perceived value and pseudo-social interaction to explore the motivation and willingness of viewers to donate to the streamers, and online questionnaires were used in this survey. There were 236 questionnaires collected in online survey, and 206 of them were valid data, and the response rate was 87.28%. The statistical software SPSS was used to perform the descriptive statistics, factor analysis and path analysis. The results show that both cognitive and emotional pseudo-social interactions will affect the audiences' donation intentions; hedonic perceived value will also affect audiences' donation intentions; as for respondents' donation intentions, they will highly affect their donation behavior to the streamer. The results show that both cognitive and emotional pseudo-social interactions affect the audience's donation intention, and the value of hedonic perception also do. As for the donation intention of the respondents, it will highly affect their donation behavior to the streamers. According to the results, pseudo-social interaction and perceived value were used to explain the audience's willingness to donate to the streamers. |
| 主题分类 |
社會科學 >
管理學 |
| 参考文献 |
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