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https://ah.lib.nccu.edu.tw/handle/140.119/123248| 題名: | 以擬社會互動探討Facebook直播的傳播效果 Exploring the Communication Effect of Live-streaming on Facebook with the Parasocial Interaction Theory |
作者: | 彭俞蓉 Peng, Yu-Jung |
貢獻者: | 郭貞 彭俞蓉 Peng, Yu-Jung |
關鍵詞: | Facebook直播 自我揭露 社會臨場感 產品涉入度 傳播效果 擬社會互動 |
日期: | 2019 | 上傳時間: | 2-May-2019 | 摘要: | 本研究以自我揭露有無及社會臨場感高低，探討Facebook直播不同呈現方式對於對直播的態度、對直播主的態度和購買意願之差異，並納入感知擬社會互動作為中介變項，而產品涉入度則作為調節變項。透過實驗法使參與者瀏覽不同呈現方式的Facebook直播，以2(自我揭露：有vs.無) x 2(社會臨場感：高vs.低)發展四個實驗情境。\n\n研究結果顯示：自我揭露有無對於擬社會互動的影響會有顯著差異，而擬社會互動對於對直播的態度、對直播主的態度和購買意願亦皆有所影響，擬社會互動會完全中介自我揭露有無對對直播的態度、對直播主的態度之路徑，同時部分中介自我揭露有無對於購買意願之影響，產品涉入度僅對擬社會互動和購買意願間的關係具有調節效果，社會臨場感高低對於擬社會互動、對直播的態度、對直播主的態度和購買意願則沒有顯著影響，並以此研究結果作為Facebook直播未來操作發展上的建議。 | 參考文獻: | 一、中文部分\n36Kr（2017年06月28日）。〈Facebook 月活躍用戶破 20 億，將近世界人口四分之一〉，《科技新報》。取自http://technews.tw/2017/06/28/two-billion-people-coming-together-on-facebook/\nInside（2016年03月04日）。〈搶攻直播市場！FB 調整演算法，直播優先〉，《Inside》。取自\nhttps://www.inside.com.tw/article/5902-facebooktaking-into-account-live-video-when-ranking-feed\nNOWnews娛樂中心（2018年07月12日）。〈夯直播╱全世界都在瘋開直播 台灣的10大直播平台〉，《NOWnews》。取自https://www.nownews.com/news/20180712/2787310/\nYulin（2017年11月17日）。〈【圖輯】臉書直播趨勢分析：人氣最高的不是美妝，而是賣運動鞋〉，《The News Lens》。取自\nhttps://www.thenewslens.com/article/83459\n朱家齊（2017）。《從虛擬到真實－遊戲直播中的擬社會互動、忠誠行為與互動感知之關聯性研究》。國立交通大學傳播研究所碩士論文。\n呂紹玉（2016年04月08日）。〈Facebook全力主打直播：新增多項功能、付錢請媒體創作內容〉，《科技新報》。取自http://technews.tw/2016/04/08/more-ways-to-discover-live-video/\n品牌志編輯部（2017年06月09日）。〈【品牌國際化】台灣面膜品牌已成國際隱形冠軍〉，《品牌志》。取自https://www.expbravo.com/4982/%E5%93%81%E7%89%8C%E5%9C%8B%E9%9A%9B%E5%8C%96-%E5%8F%B0%E7%81%A3%E9%9D%A2%E8%86%9C%E5%93%81%E7%89%8C%E5%B7%B2%E6%88%90%E5%9C%8B%E9%9A%9B%E9%9A%B1%E5%BD%A2%E5%86%A0%E8%BB%8D.html\n洪睿遠（2008）。《擬社會人際互動與消費者專業知識對電子口碑供給之影響》。臺北科技大學商業自動化與管理研究所碩士論文。\n洪寧（2010）。《Facebook上消費者類社會互動對品牌關係的影響》。國立政治大學傳播學院廣告學系碩士論文。\n翁秀琪、施伯燁、孫式文、方念萱、李嘉維（2009）。《從使用者出發的網路資源準社會互動研究：理論建構與使用者經驗研究》，《新聞學研究》，101，1-44。\n耿慶瑞、鄭璧嫻、丁慧瑩（2011）。《虛擬角色代言人對網路廣告的影響—擬社會互動與產品涉入的干擾效果》，《資訊管理學報》，19(2)，439-473。\n原力流（2017年07月26日）。〈實況主(直播主)到底賺什麼？〉，《原力流》。取自https://www.ezpsc.com/article/83\n張玉琳、李秋滿（2014）。〈以媒介豐富與社會臨場感理論探討LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響〉。《電子商務研究》，12，419-449。\n黃凱毓（2013）。〈Facebook中的擬社會互動現象分析－Facebook訊息呈現特性對線上交流之影響〉，中華傳播學會2013年年會論文。\n黃逸旻、呂佳旻（2017年08月10日）。〈你不可不知的直播行銷五帖藥〉，《動腦新聞》。取自https://www.brain.com.tw/news/articlecontent?ID=45168#vGJbhA1P\n創市際（2010年10月22日）。〈研究案例: 面膜小調查〉，《創市際》。取自https://www.ixresearch.com/reports/%E7%A0%94%E7%A9%B6%E6%A1%88%E4%BE%8B-%E9%9D%A2%E8%86%9C%E5%B0%8F%E8%AA%BF%E6%9F%A5/#more-2609\n董正王亭、詹國勝、曾琳（2008）。〈當主持人變成你的朋友？主持人的談話方式是否影響消費者之購買決定─以電視購物中旅遊商品為例〉，「2008 年中華傳播學會研討會」論文。\n郭玗潔（2018）。《專業網路直播的訊息傳播與參與體驗》。國立政治大學傳播學院傳播碩士學位學程碩士論文。\n劉冠麟（2015）。〈是廣告還是朋友？以擬社會互動探討Facebook粉絲專頁之效果〉，中華傳播學會2015年年會論文。\n陳雅婷（2006）。《擬社會人際互動與經驗組合順序對消費者虛擬經驗之社群感影響》。臺北科技大學商業自動化與管理研究所碩士論文。\n陳介于（2012）。《臉部保養品涉入程度與購買決策之研究》。國立中山大學企業管理學系碩士班碩士論文。\n賴筱茜、陳延昇（2015）。〈不只是聽廣播：廣播與社群媒介匯流的擬社會互動經驗〉。《廣播與電視》。38: 1-33。\n鄭璧嫻（2009）。《虛擬角色代言人對網路廣告說服效果影響之研究》。臺北科技大學商業自動化與管理研究所碩士論文。\n譚偉晟（2016年12月21日）。〈直播不想露臉？Facebook 將推出「純語音直播」功能！〉，《自由時報》。取自\nhttp://3c.ltn.com.tw/news/27924\n蘋果日報（2018年11月27日）。〈全球臉書使用者超過22億 台灣已逾1900萬人〉，《蘋果日報》。取自https://tw.appledaily.com/new/realtime/20181127/1474251/\n\n二、英文部分\nAchrol, R. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0105464042 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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