臺灣博碩士論文加值系統

近年來隨著通訊技術的普及與發展，網路直播作為一種新型媒體娛樂互動形式，在全球範圍內發展迅猛，衍伸了許多商業模式，其中贊助(Donate)所帶來的經濟效益尤其龐大，在這裡指的是觀眾透過購買直播平台虛擬點數、禮物贈送給主播的行為，而先前關於贊助的研究多旨在解釋慈善捐贈，較少針對觀看者在直播中所感知到的心理體驗來對消費行為的相關研究。目前對於觀看者在頻道中的消費動機仍然所知有限，本研究根據以心理所有權、擬社會人際互動與感知互動性等理論來探討觀看者的消費行為。
本研究主要探討於直播環境中，觀眾在頻道中所產生的心理所有權以及擬社會人際互動是否影響消費意圖，其次本研究探討感知互動性與自我投資等因素是否會使觀眾產生心理所有權以及擬社會人際互動進而影響消費意圖。
研究針對曾接觸過實況的觀眾進行線上問卷發放，並經由問卷設計請受測者填答問卷前，帶入自己最喜歡以及最常觀看甚至消費過的直播頻道以確保準確性，問卷於社群論壇平台(巴哈姆特、Dcard)進行發放，總共回收400份有效問卷，使用 SmartPLS3.0 程式進行信效度分析與路徑分析。
經過研究結果發現：
（1）心理所有權與擬社會人際互動皆對消費意圖有較為顯著的影響，而擬社會人際互動的影響較大。推測由於直播環境會使大部分觀眾對主播及其他觀看者產生片面情感，進而覺得正在跟”真正”的朋友交流，這種感覺對於消費意圖之影響甚至大過對頻道的擁有感。
（2）直播環境下觀眾的感知互動性，其中感知交流性、感知響應性對於擬社會人際互動都有顯著的影響，但皆對於心理所有權無顯著影響。
（3）感知互動性中的感知可控性對於心理所有權有顯著影響，但對於擬社會人際互動無顯著影響。
（4）自我投資對於心理所有權與擬社會人際互動皆產生非常顯著的影響。

In recent years, with the popularization and development of communication technology, webcasting, as a new interactive form of media entertainment, has developed rapidly around the world, among which the economic benefits brought by sponsorship are particularly huge. In explaining charitable donations, here, it refers to the viewers’ behavior to buy virtual points and gifts from the live broadcast platform to the streamer. There is less research on consumer behavior based on the psychological experience perceived by viewers in live broadcasts. At present, there is still limited knowledge about viewers' consumption motivation in channels. This study explores viewers' consumption motivation based on theories of psychological ownership, parasocial interaction, and perceived interactivity.
This study explores whether the psychological ownership and Parasocial interaction generated by viewers in the channel affect consumption intention in the live streaming context. Secondly, this study explores whether factors such as perceived interactivity and self-investment can lead to psychological ownership and parasocial interaction in audiences and thus affect consumption intention.
The research adopts the questionnaire survey method. The research subjects are the audience who have been in contact with the live-streaming. The questionnaire is distributed on the social platform (Bahamut, Dcard). A total of 400 valid questionnaires are collected, and the SmartPLS 3.0 software is used to examine construct reliability, validity and text hypotheses.
The results of the study found that:
（1）Psychological ownership and parasocial interaction significantly impact consumption intentions, while parasocial interaction has a greater impact. It is speculated that due to the live-streaming environment, most viewers will have one-sided emotions towards the streamer and other viewers, and then feel that they are communicating with "real" friends, the feeling has even more impact on consumption intentions than channel ownership.
（2）The perceived interactivity of the audience in the live broadcast environment, in which the perceived communication and the perceived responsiveness have significant effects on the parasocial interaction, but neither has a significant impact on psychological ownership.
（3）The perceived control in perceived interactivity has a significant effect on psychological ownership, but not on parasocial interaction.
（4）The self-investment has a significant impact on psychological ownership and parasocial interaction.

摘要
英文摘要
致謝
目錄
圖目錄
表目錄
一 、緒論
1.1 研究背景與動機
1.2 研究目的
1.3 研究流程
二 、文獻探討
2.1 網路直播與消費意圖
2.1.1 網路直播(live streaming)
2.1.2 消費意圖(Consumption intention)
2.2 心理所有權(Psychological ownership)
2.2.1 自我效能感(Self-efficacy)
2.2.2 責任感(Accountability)
2.2.3 歸屬感(Belongingness)
2.2.4 自我認同感(Self-identity)
2.3 擬社會人際互動(Parasocial interaction)
2.4 感知互動性(Perceived interactivity)
2.4.1 感知可控性(Perceived control)
2.4.2 感知交流性(Perceived communication)
2.4.3 感知響應性(Perceived responsiveness)
2.5 自我投資(Self-investment)
三 、研究方法
3.1 研究架構
3.2 研究變數與操作
3.2.1 心理所有權之構面定義與問項衡量
3.2.2 擬社會人際互動之構面定義與問項衡量
3.2.3 自我投資之構面定義與問項衡量
3.2.4 感知可控性之構面定義與問項衡量
3.2.5 感知交流性之構面定義與問項衡量
3.2.6 感知響應性之構面定義與問項衡量
3.2.7 消費意圖之構面定義與問項衡量
3.3 問卷前測
3.4 資料蒐集與篩選
3.5 資料分析方法與工具
四 、資料分析
4.1 敘述統計與分析
4.2 效度分析
4.2.1 收斂效度
4.2.2 區別效度
4.3 信度分析
4.4 研究假說之檢定
五 、結論與建議
5.1 研究結果與討論
5.2 管理意涵
5.3 研究限制與未來方向
參考文獻
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