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題名 直播成癮？秀場直播使用者持續使用動機研究
Why do people watch live streaming？A research on Viewer`s Intention of Continuous Usage in Taiwan作者 詹冠純
Chan, Kuan-Chun貢獻者 郭貞
Kuo, Cheng
詹冠純
Chan, Kuan-Chun關鍵詞 直播使用者動機
社會連結
使用與滿足理論
行銷策略
Live stream app
Uses and gratification
Social connection
17Media日期 2018 上傳時間 27-Aug-2018 14:52:49 (UTC+8) 摘要 近年來直播成為繼臉書及Instagram來，新世代使用的社交娛樂平台，而直播相關研究也成為學者們熱烈的議題。本研究以使用與滿足理論出發，探討台灣直播平台使用者之使用動機。
The goal of this study is to conduct an investigation on the motivation of user`s continuous intention of using live streaming app in Taiwan. To help current marketing and operation manager in live streaming industry in Taiwan understand more about user intention of continuous usage, this research focus on answering if individual experience and co-experience that audience perceived while interacting with other audiences and broadcaster can affect their continuous usage of live streaming app.Keywords: live streaming, uses and gratification, 17Media, social connection參考文獻 Ajzen, I., & Fishbein, M. (1975). Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research, (July), 480. Retrieved from http://people.umass.edu/aizen/f&a1975.htmlBattarbee, K. (2003). Defining co-experience. Proceedings of the 2003 International Conference on Designing Pleasurable Products and Interfaces - DPPI `03, 109. https://doi.org/10.1145/782896.782923Battarbee, K. (2004). Co-Experience - Understanding User Experiences in Social Interaction. Art and Design. Retrieved from http://www.informaworld.com/index/926563995.pdfBründl, S., & Hess, T. (2016). Why Do Users Broadcast ? Examining Individual Motives and Social Capital on Social Live Streaming Platforms. PACIS 2016 Proceedings, (January), Paper 332.Cantril, H., & Allport, G. W. (1935). The psychology of radio. The psychology of radio. Oxford, England: Harper.Chang, H. H., & Chuang, S. S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information and Management, 48(1), 9-18. https://doi.org/10.1016/j.im.2010.11.001Davis. (2017). Perceived Usefulness , Perceived Ease of Use , and User Acceptance of, 13(3), 319-340.Dickey, M. D. (2007). Game design and learning: A conjectural analysis of how massively multiple online role-playing games (MMORPGs) foster intrinsic motivation. Educational Technology Research and Development, 55(3), 253-273. https://doi.org/10.1007/s11423-006-9004-7Durndell, A., & Haag, Z. (2002). Computer self efficacy, computer anxiety, attitudes towards the Internet and reported experience with the Internet, by gender, in an East European sample. Computers in Human Behavior, 18(5), 521-535. https://doi.org/10.1016/S0747-5632(02)00006-7Esrock, S. L., & Leichty, G. B. (1998). Social responsibility and corporate web pages: Self-presentation or agenda-setting? Public Relations Review, 24(3), 305-319. https://doi.org/10.1016/S0363-8111(99)80142-8Fagan, M. H., Neill, S., & Wooldridge, B. R. (2008). EXPLORING THE INTENTION TO USE COMPUTERS : AN EMPIRICAL INVESTIGATION OF THE ROLE OE INTRINSIC MOTIVATION , EXTRINSIC MOTIVATION , AND PERCEIVED EASE OE USE University of Texas at Tyler University of Washington - Tacoma University of Texas at Tyler. Journal of Computer Information Systems, 4417(Spring), 31-37. https://doi.org/10.1080/08874417.2008.11646019Hamilton, W. A., Garretson, O., & Kerne, A. (2014). Streaming on twitch: fostering participatory communities of play within live mixed media. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1315-1324. https://doi.org/10.1145/2556288.2557048Hirschman, E. C., & Holbrook, M. B. (2016). Consumption : Hedonic Concepts ,. Journal of Marketing, 46(3), 92-101. https://doi.org/10.2307/1251707Hsu, C. L., & Lu, H. P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information and Management, 41(7), 853-868. https://doi.org/10.1016/j.im.2003.08.014Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594-606. https://doi.org/10.1016/j.chb.2017.06.006Information, M. (2017). Acceptance Model Gender Differences in Use of E-Mail : An Extension to the Technology Acceptance Model1, 21(4), 389-400.Katz, E,. Blumler, J.G., & Gurevitch, M. (1973). American Association for Public Opinion Research Uses and Gratifications Research Author ( s ): Elihu Katz , Jay G . Blumler and Michael Gurevitch Source : The Public Opinion Quarterly , Vol . 37 , No . 4 ( Winter , 1973-1974 ), pp . 509-523 Published by. Public Opinion Quarterly, 37(4), 509-523.Köprülü, O., Helvaci, İ., & Turhan, M. (2016). Role of Social Media on Purchasing Behavior of Consumers Through Digital Marketing. European Journal of Business and Social Sciences, 5(05), 21-29. Retrieved from http://www.ejbss.com/recent.aspx-/Lee, M. K. O., Cheung, C. M. K., & Chen, Z. (2005). Acceptance of Internet-based learning medium: The role of extrinsic and intrinsic motivation. Information and Management, 42(8), 1095-1104. https://doi.org/10.1016/j.im.2003.10.007Lim, S., Cha, S. Y., Park, C., Lee, I., & Kim, J. (2012). Getting closer and experiencing together: Antecedents and consequences of psychological distance in social media-enhanced real-time streaming video. Computers in Human Behavior, 28(4), 1365-1378. https://doi.org/10.1016/j.chb.2012.02.022Ngai, E. W. T., Moon, K. K., Lam, S. S., Chin, E. S. K., & Tao, S. S. C. (2015). Social media models, technologies, and applications. Industrial Management & Data Systems, 115(5), 769-802. https://doi.org/10.1108/IMDS-03-2015-0075Payne, K., Keith, M. J., Schuetzler, R. M., & Giboney, J. S. (2017). Examining the learning effects of live streaming video game instruction over Twitch. Computers in Human Behavior, 77, 95-109. https://doi.org/10.1016/j.chb.2017.08.029Pires, K., & Simon, G. (2015). YouTube Live and Twitch : A Tour of User-Generated Live Streaming Systems. MMSys DataSet, 1-6. https://doi.org/10.1145/2713168.2713195Sangwan, S. (2005). Virtual Community Success: A Uses and Gratifications Perspective. Proceedings of the 38th Annual Hawaii International Conference on System Sciences, 00(C), 193c-193c. https://doi.org/10.1109/HICSS.2005.673Tufekci, Z. (2008). Can You See Me Now? Audience and Disclosure Regulation in Online Social Network Sites. Bulletin of Science, Technology & Society, 28(1), 20-36. https://doi.org/10.1177/0270467607311484van der Heijden, H. (2004). User Acceptance of Hedonic Systems. MIS Quarterly, 28(4), 695-704.Venkatesh, V. (2000). Determinants of Perceived Ease of Use : Integrating Control , Intrinsic Motivation , Acceptance Model. Information System Research, 11(4), 342-365.Zandhessami, H., & Geranmayeh, P. (2014). Determinants of user acceptance of internet banking: An empirical study. Management Science Letters, 4(7), 1369-1374. https://doi.org/10.5267/j.msl.2014.6.035Zhang, S., Zhao, J., & Tan, W. (2008). Extending TAM for Online Learning Systems: An Intrinsic Motivation Perspective. Tsinghua Science and Technology, 13(3), 312-317. https://doi.org/10.1016/S1007-0214(08)70050-6 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
104461007資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104461007 資料類型 thesis dc.contributor.advisor 郭貞 zh_TW dc.contributor.advisor Kuo, Cheng en_US dc.contributor.author (Authors) 詹冠純 zh_TW dc.contributor.author (Authors) Chan, Kuan-Chun en_US dc.creator (作者) 詹冠純 zh_TW dc.creator (作者) Chan, Kuan-Chun en_US dc.date (日期) 2018 en_US dc.date.accessioned 27-Aug-2018 14:52:49 (UTC+8) - dc.date.available 27-Aug-2018 14:52:49 (UTC+8) - dc.date.issued (上傳時間) 27-Aug-2018 14:52:49 (UTC+8) - dc.identifier (Other Identifiers) G0104461007 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119585 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 104461007 zh_TW dc.description.abstract (摘要) 近年來直播成為繼臉書及Instagram來，新世代使用的社交娛樂平台，而直播相關研究也成為學者們熱烈的議題。本研究以使用與滿足理論出發，探討台灣直播平台使用者之使用動機。 zh_TW dc.description.abstract (摘要) The goal of this study is to conduct an investigation on the motivation of user`s continuous intention of using live streaming app in Taiwan. To help current marketing and operation manager in live streaming industry in Taiwan understand more about user intention of continuous usage, this research focus on answering if individual experience and co-experience that audience perceived while interacting with other audiences and broadcaster can affect their continuous usage of live streaming app.Keywords: live streaming, uses and gratification, 17Media, social connection en_US dc.description.tableofcontents Table of Contents 1List of Tables 3List of Figures 3Chapter One - Introduction 41.1 Research background and Motivations 41.2 Live Stream Platform Research in Taiwan 41.3 Purpose of the Study 6Chapter Two - Literature review 72.1 background of Social Live Streaming Services 72.2 Co-experience 102.3 Technology Acceptance Model 122.3 Uses and Gratification Theory in Live streaming platform 15Chapter Three - Research Method 183.2 Data collection 213.3 Research Framework and Hypotheses 213.4 Data analysis 22Chapter Four -Analysis and Findings 244.1 Survey administration 244.3 Model analysis 26Chapter Five -Discussion 315.1 Overview of Research finding 315.3 Gender differences on live streaming platform 32Chapter 6 Conclusion and Limitation 346.1 Summary 346.2Research limitation 356.3 Research Contributions 36Reference 38Appendix 43 zh_TW dc.format.extent 4827103 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104461007 en_US dc.subject (關鍵詞) 直播使用者動機 zh_TW dc.subject (關鍵詞) 社會連結 zh_TW dc.subject (關鍵詞) 使用與滿足理論 zh_TW dc.subject (關鍵詞) 行銷策略 zh_TW dc.subject (關鍵詞) Live stream app en_US dc.subject (關鍵詞) Uses and gratification en_US dc.subject (關鍵詞) Social connection en_US dc.subject (關鍵詞) 17Media en_US dc.title (題名) 直播成癮？秀場直播使用者持續使用動機研究 zh_TW dc.title (題名) Why do people watch live streaming？A research on Viewer`s Intention of Continuous Usage in Taiwan en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Ajzen, I., & Fishbein, M. (1975). Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research, (July), 480. Retrieved from http://people.umass.edu/aizen/f&a1975.htmlBattarbee, K. (2003). Defining co-experience. Proceedings of the 2003 International Conference on Designing Pleasurable Products and Interfaces - DPPI `03, 109. https://doi.org/10.1145/782896.782923Battarbee, K. (2004). Co-Experience - Understanding User Experiences in Social Interaction. Art and Design. Retrieved from http://www.informaworld.com/index/926563995.pdfBründl, S., & Hess, T. (2016). Why Do Users Broadcast ? Examining Individual Motives and Social Capital on Social Live Streaming Platforms. PACIS 2016 Proceedings, (January), Paper 332.Cantril, H., & Allport, G. W. (1935). The psychology of radio. The psychology of radio. Oxford, England: Harper.Chang, H. H., & Chuang, S. S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information and Management, 48(1), 9-18. https://doi.org/10.1016/j.im.2010.11.001Davis. (2017). Perceived Usefulness , Perceived Ease of Use , and User Acceptance of, 13(3), 319-340.Dickey, M. D. (2007). Game design and learning: A conjectural analysis of how massively multiple online role-playing games (MMORPGs) foster intrinsic motivation. Educational Technology Research and Development, 55(3), 253-273. https://doi.org/10.1007/s11423-006-9004-7Durndell, A., & Haag, Z. (2002). Computer self efficacy, computer anxiety, attitudes towards the Internet and reported experience with the Internet, by gender, in an East European sample. Computers in Human Behavior, 18(5), 521-535. https://doi.org/10.1016/S0747-5632(02)00006-7Esrock, S. L., & Leichty, G. B. (1998). Social responsibility and corporate web pages: Self-presentation or agenda-setting? Public Relations Review, 24(3), 305-319. https://doi.org/10.1016/S0363-8111(99)80142-8Fagan, M. H., Neill, S., & Wooldridge, B. R. (2008). EXPLORING THE INTENTION TO USE COMPUTERS : AN EMPIRICAL INVESTIGATION OF THE ROLE OE INTRINSIC MOTIVATION , EXTRINSIC MOTIVATION , AND PERCEIVED EASE OE USE University of Texas at Tyler University of Washington - Tacoma University of Texas at Tyler. Journal of Computer Information Systems, 4417(Spring), 31-37. https://doi.org/10.1080/08874417.2008.11646019Hamilton, W. A., Garretson, O., & Kerne, A. (2014). Streaming on twitch: fostering participatory communities of play within live mixed media. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1315-1324. https://doi.org/10.1145/2556288.2557048Hirschman, E. C., & Holbrook, M. B. (2016). Consumption : Hedonic Concepts ,. Journal of Marketing, 46(3), 92-101. https://doi.org/10.2307/1251707Hsu, C. L., & Lu, H. P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information and Management, 41(7), 853-868. https://doi.org/10.1016/j.im.2003.08.014Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594-606. https://doi.org/10.1016/j.chb.2017.06.006Information, M. (2017). Acceptance Model Gender Differences in Use of E-Mail : An Extension to the Technology Acceptance Model1, 21(4), 389-400.Katz, E,. Blumler, J.G., & Gurevitch, M. (1973). American Association for Public Opinion Research Uses and Gratifications Research Author ( s ): Elihu Katz , Jay G . Blumler and Michael Gurevitch Source : The Public Opinion Quarterly , Vol . 37 , No . 4 ( Winter , 1973-1974 ), pp . 509-523 Published by. Public Opinion Quarterly, 37(4), 509-523.Köprülü, O., Helvaci, İ., & Turhan, M. (2016). Role of Social Media on Purchasing Behavior of Consumers Through Digital Marketing. European Journal of Business and Social Sciences, 5(05), 21-29. Retrieved from http://www.ejbss.com/recent.aspx-/Lee, M. K. O., Cheung, C. M. K., & Chen, Z. (2005). Acceptance of Internet-based learning medium: The role of extrinsic and intrinsic motivation. Information and Management, 42(8), 1095-1104. https://doi.org/10.1016/j.im.2003.10.007Lim, S., Cha, S. Y., Park, C., Lee, I., & Kim, J. (2012). Getting closer and experiencing together: Antecedents and consequences of psychological distance in social media-enhanced real-time streaming video. Computers in Human Behavior, 28(4), 1365-1378. https://doi.org/10.1016/j.chb.2012.02.022Ngai, E. W. T., Moon, K. K., Lam, S. S., Chin, E. S. K., & Tao, S. S. C. (2015). Social media models, technologies, and applications. Industrial Management & Data Systems, 115(5), 769-802. https://doi.org/10.1108/IMDS-03-2015-0075Payne, K., Keith, M. J., Schuetzler, R. M., & Giboney, J. S. (2017). Examining the learning effects of live streaming video game instruction over Twitch. Computers in Human Behavior, 77, 95-109. https://doi.org/10.1016/j.chb.2017.08.029Pires, K., & Simon, G. (2015). YouTube Live and Twitch : A Tour of User-Generated Live Streaming Systems. MMSys DataSet, 1-6. https://doi.org/10.1145/2713168.2713195Sangwan, S. (2005). Virtual Community Success: A Uses and Gratifications Perspective. Proceedings of the 38th Annual Hawaii International Conference on System Sciences, 00(C), 193c-193c. https://doi.org/10.1109/HICSS.2005.673Tufekci, Z. (2008). Can You See Me Now? Audience and Disclosure Regulation in Online Social Network Sites. Bulletin of Science, Technology & Society, 28(1), 20-36. https://doi.org/10.1177/0270467607311484van der Heijden, H. (2004). User Acceptance of Hedonic Systems. MIS Quarterly, 28(4), 695-704.Venkatesh, V. (2000). Determinants of Perceived Ease of Use : Integrating Control , Intrinsic Motivation , Acceptance Model. Information System Research, 11(4), 342-365.Zandhessami, H., & Geranmayeh, P. (2014). Determinants of user acceptance of internet banking: An empirical study. Management Science Letters, 4(7), 1369-1374. https://doi.org/10.5267/j.msl.2014.6.035Zhang, S., Zhao, J., & Tan, W. (2008). Extending TAM for Online Learning Systems: An Intrinsic Motivation Perspective. Tsinghua Science and Technology, 13(3), 312-317. https://doi.org/10.1016/S1007-0214(08)70050-6 zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.IMICS.011.2018.F05 -
