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題名 情緒勞動視域下電商直播價值共創研究
The Study of Value Co-creation of E-commerce Live Streaming from the Perspective of Emotional Labor作者 李雅琦
Li, Ya-Qi貢獻者 黃葳威
Huang, Wei-Wei
李雅琦
Li, Ya-Qi關鍵詞 電商直播
情緒勞動
價值共創
感知功利價值
感知享樂價值
E-commerce live streaming
Emotional Labor
Value Co-creation
Perceived Utilitarian Value
Perceived Hedonic Value日期 2021 上傳時間 4-八月-2021 16:42:59 (UTC+8) 摘要 電商直播將閱聽⼈從獨⾃決策的孤島挪⾄與他⼈共在的場域中，並結合實時動態的溝通⽅式，供給了傳統電商平台難以企及的豐滿真切的訊息呈現與柔韌⽴體的情感交互。⽽電商主播勞動品質的⾼低直接影響其影響⼒、議價能⼒、市場價值和利潤率轉化，因此主播需要有意識地策劃與操控⾃我的情緒表達以滿⾜閱聽⼈的情緒體驗，提升直播間流量及⾏銷業績，但以往研究並未重視主播的勞動本質。同時電商直播軟體的架構設計，使得閱聽⼈⾏為具備展⽰性，透過彈幕互動、打賞等⾏為同時化⾝直播內容的⽣產者。本研究欲關注電商主播的情緒勞動如何影響閱聽⼈的價值共創⾏為，並納⼊感知功利價值與感知享樂價值作為中介因素探究其作⽤機制為何？研究結果顯⽰電商主播的情緒勞動表層表演策略會透過折損閱聽⼈感知功利價值進⽽抑制其價值共創⾏為，同時表層表演策略亦對於閱聽⼈價值共創⾏為有直接的消極影響。⽽電商主播深層表演策略則會透過提升閱聽⼈感知享樂價值或感知功利價值進⽽促進其價值共創⾏為，且深層表演策略亦對於閱聽⼈價值共創⾏為有直接的積極影響。依此建構並完善了電商主播情緒勞動對閱聽⼈價值共創⾏為的整體影響架構。
E-commerce live streaming moves the audience from the isolated island of decision-making alone to the field with others, and combined with real-time and dynamic communication, it provides plump and authentic information and flexible emotional interaction that cannot be achieved by the traditional e-commerce platform. The labor quality of anchors has a direct impact on their influence, bargaining power, market value and profit margin transformation, so anchors need to consciously plan and manipulate their own emotional expression to meet the emotional experience of listeners, improve traffic spike and sales performance. Previous studies have not paid attention to the nature of emotional labor. Besides, the architecture design of e-commerce live streaming software makes the behavior of the audience demonstrative. Through on-screen interaction, “like” and other behaviors, they become the producers of live content at the same time. The purpose of this study is to focus on how the emotional labor of anchors affects the value co-creation behavior of audience, and takes perceived utilitarian value and perceived hedonic value as intermediary factors to explore its influence mechanism.The results show that the surface acting of anchors can inhibit the value co-creation behavior by reducing the perceived utilitarian value of the audience. The surface acting also has a direct negative impact on the value co-creation behavior. On the other hand, the anchor`s deep acting will promote its value co-creation behavior by enhancing the audience`s perceived hedonic value or utilitarian value, and the deep acting also has a direct positive impact on the audience`s value co-creation behavior. 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國立政治大學
傳播學院傳播碩士學位學程
107464065資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107464065 資料類型 thesis dc.contributor.advisor 黃葳威 zh_TW dc.contributor.advisor Huang, Wei-Wei en_US dc.contributor.author (作者) 李雅琦 zh_TW dc.contributor.author (作者) Li, Ya-Qi en_US dc.creator (作者) 李雅琦 zh_TW dc.creator (作者) Li, Ya-Qi en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-八月-2021 16:42:59 (UTC+8) - dc.date.available 4-八月-2021 16:42:59 (UTC+8) - dc.date.issued (上傳時間) 4-八月-2021 16:42:59 (UTC+8) - dc.identifier (其他 識別碼) G0107464065 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136754 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 107464065 zh_TW dc.description.abstract (摘要) 電商直播將閱聽⼈從獨⾃決策的孤島挪⾄與他⼈共在的場域中，並結合實時動態的溝通⽅式，供給了傳統電商平台難以企及的豐滿真切的訊息呈現與柔韌⽴體的情感交互。⽽電商主播勞動品質的⾼低直接影響其影響⼒、議價能⼒、市場價值和利潤率轉化，因此主播需要有意識地策劃與操控⾃我的情緒表達以滿⾜閱聽⼈的情緒體驗，提升直播間流量及⾏銷業績，但以往研究並未重視主播的勞動本質。同時電商直播軟體的架構設計，使得閱聽⼈⾏為具備展⽰性，透過彈幕互動、打賞等⾏為同時化⾝直播內容的⽣產者。本研究欲關注電商主播的情緒勞動如何影響閱聽⼈的價值共創⾏為，並納⼊感知功利價值與感知享樂價值作為中介因素探究其作⽤機制為何？研究結果顯⽰電商主播的情緒勞動表層表演策略會透過折損閱聽⼈感知功利價值進⽽抑制其價值共創⾏為，同時表層表演策略亦對於閱聽⼈價值共創⾏為有直接的消極影響。⽽電商主播深層表演策略則會透過提升閱聽⼈感知享樂價值或感知功利價值進⽽促進其價值共創⾏為，且深層表演策略亦對於閱聽⼈價值共創⾏為有直接的積極影響。依此建構並完善了電商主播情緒勞動對閱聽⼈價值共創⾏為的整體影響架構。 zh_TW dc.description.abstract (摘要) E-commerce live streaming moves the audience from the isolated island of decision-making alone to the field with others, and combined with real-time and dynamic communication, it provides plump and authentic information and flexible emotional interaction that cannot be achieved by the traditional e-commerce platform. The labor quality of anchors has a direct impact on their influence, bargaining power, market value and profit margin transformation, so anchors need to consciously plan and manipulate their own emotional expression to meet the emotional experience of listeners, improve traffic spike and sales performance. Previous studies have not paid attention to the nature of emotional labor. Besides, the architecture design of e-commerce live streaming software makes the behavior of the audience demonstrative. Through on-screen interaction, “like” and other behaviors, they become the producers of live content at the same time. The purpose of this study is to focus on how the emotional labor of anchors affects the value co-creation behavior of audience, and takes perceived utilitarian value and perceived hedonic value as intermediary factors to explore its influence mechanism.The results show that the surface acting of anchors can inhibit the value co-creation behavior by reducing the perceived utilitarian value of the audience. The surface acting also has a direct negative impact on the value co-creation behavior. On the other hand, the anchor`s deep acting will promote its value co-creation behavior by enhancing the audience`s perceived hedonic value or utilitarian value, and the deep acting also has a direct positive impact on the audience`s value co-creation behavior. According to this, the overall influence structure of emotional labor on the value creation behavior of audience is constructed and improved. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究動機與問題 4第三節 研究範圍與名詞定義 8第二章 文獻探討 12第一節 電商直播 12第二節 情緒勞動 15第三節 價值共創行為 23第四節 感知價值與S-O-R理論 28第三章 研究方法 32第一節 研究架構 32第二節 問卷設計 36第三節 問卷回收情形 40第四章 資料分析 45第一節 樣本與描述性統計 45第二節 情緒勞動與感知價值相關分析 48第三節 感知價值與價值共創行為相關分析 50第四節 感知價值的中介作用分析 51第五章 結論與建議 60第一節 研究結論與討論 60第二節 學術貢獻與實務建議 65第三節 研究限制與未來研究建議 70參考文獻 73附錄 94 zh_TW dc.format.extent 1933919 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107464065 en_US dc.subject (關鍵詞) 電商直播 zh_TW dc.subject (關鍵詞) 情緒勞動 zh_TW dc.subject (關鍵詞) 價值共創 zh_TW dc.subject (關鍵詞) 感知功利價值 zh_TW dc.subject (關鍵詞) 感知享樂價值 zh_TW dc.subject (關鍵詞) E-commerce live streaming en_US dc.subject (關鍵詞) Emotional Labor en_US dc.subject (關鍵詞) Value Co-creation en_US dc.subject (關鍵詞) Perceived Utilitarian Value en_US dc.subject (關鍵詞) Perceived 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