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研究生: 許晴華
Hsu, Ching-Hua
論文名稱: 探討Yahoo TV運動直播觀看者之社會心理因素與觀看者互動/投入之影響
Impact of Social Motivations of Live-streaming Viewer Engagement on Yahoo TV Sports Live Video Streaming Programs
指導教授: 方進義
Fang, Chin-Yi
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2020
畢業學年度: 108
語文別: 中文
論文頁數: 109
中文關鍵詞: 網路直播運動賽會社群媒體使用與滿足理論
英文關鍵詞: Live Streaming, Sport Event, Social Media, UGT
DOI URL: http://doi.org/10.6345/NTNU202000198
論文種類: 學術論文
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  • 直播技術因突破以往「大眾僅能單方面地接受傳播媒體資訊,轉變成能夠與直播主和其他觀看者進行即時的進行雙向互動、甚至可讓觀看者評論改變製播內容的可能」而廣受青睞,並在社會各產業領域中蔚為風行。舉凡社交互動、才藝表演、遊戲攻略、美妝教學、演唱會轉播、產品發表會、體育賽會轉播、教育講座…等企劃,皆可以網路直播作為活動行銷工具。經濟部統計處2018年公告運動產業為臺灣持續成長的產業,過去研究指出現代人多傾向以手機等行動裝置查詢運動賽會訊息,故把握風靡全球的運動產業並結合直播應用之趨勢,為今日重要的產業論壇議題。本研究以「使用與滿足理論」為研究基礎,探討臺灣民眾使用Yahoo TV觀看運動賽事轉播之動機因素以及與平台上其他使用者互動程度之關聯。本研究以過去文獻問卷內容為基礎,以立意抽樣法於Facebook、LINE、批踢踢實業坊 (PTT) 棒球版、Instagram發放網路問卷,總共發放621份網路問卷,回收有效問卷422份,有效問卷回收率68%,並以結構方程模型 (AMOS 24.0) 與SPSS 23.0分析結果,得出臺灣民眾使用Yahoo TV觀看運動賽會的主要影響因素為「社會互動」、「社群認同」、「外部支持」,然而「娛樂尋求」、「資訊尋求」、「認識新朋友」於本研究中並未獲得正向顯著之影響。故建議Yahoo TV平台管理者在未來的營運方面,可再針對部分功能進行平台優化,以增加直播節目的觀看成長率並為平台建立長久穩定的使用人次。

    Live streaming has become popular in recent years since it enables users to interact and communicate with others simultaneously, which results in it being a powerful tool to broadcast events in a variety of different industries. According to the statistics from the Ministry of Economic Affairs (2018), sports manufacturing is one of the growing sectors in Taiwan in recent years. From this perspective, the state-of-the-art live streaming adoption for sports events broadcasting will be the current trend. This study adapted Uses and Gratification Theory to identify the viewers’ psychological motivation for choosing Yahoo TV to watch live sports streaming. The questionnaire had been distributed on Facebook, LINE, PTT, and Instagram. The research delivered 621 questionnaires and had collected 422 valid questionnaires in total. The valid data were analyzed through Structural Equation Modeling (AMOS 24.0) and SPSS 23.0. This study showed that factors of social interaction, social recognition, and external support had had a significantly positive effect on viewer engagement. Interestingly, information seeking, entertainment seeking, and meeting new friends, on the other hand, did not play the leading role in viewer engagement in this study. It is suggested that Yahoo TV managers pay more attention to the measures that could empower positive connection to users from the perspective of platform function in order to build an enormous amount of viewing rates and to grow its viewer base in the long term.

    謝辭 i 中文摘要 ii 英文摘要 iii 目次 iv 表次 vi 圖次 viii 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 6 第三節 研究範圍與限制 6 第四節 研究重要性 6 第五節 研究流程 7 第六節 名詞操作性定義 9 第貳章 文獻回顧 14 第一節 運動社群媒體使用之發展概況 14 第二節 使用與滿足理論介紹 16 第三節 現今網路直播發展之概況 19 第四節 觀看者互動/投入(Viewer Engagement)之影響研究 23 第五節 網路直播使用之社會心理動機探究 25 第參章 研究方法 31 第一節 研究架構 31 第二節 研究對象與問卷設計 32 第三節 專家效度審查 36 第四節 資料分析方法 37 第五節 研究操作程序 38 第肆章 研究結果 39 第一節 敘述性統計分析 39 第二節 結構方程模型 42 第三節 實證結果 43 第四節 分析與討論 56 第五節 理論意涵 58 第六節 管理意涵 60 第伍章 結論與建議 62 第一節 結論與研究限制 62 第二節 未來研究與建議 63 引用文獻 65 附錄 83 附錄一 原始問卷題項 83 附錄二 專家效度問卷 87 附錄三 修正後前測問卷 95 附錄四 正式問卷 103

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