遊戲實況平台觀眾滿意度影響因素之探究

Abstract

網際網路(Internet)的出現與發展，尤其是全球資訊網，造成了多數的消費者和廠商參與全球市場，網路轉播的興起，更讓各別的網路使用者也能成為行銷的主動提供者。網路的轉播，最初是由對於各種活動如運動比賽、集會之類的網路轉播開始發展，漸漸演變出專門的遊戲實況網站，在大比賽期間的觀眾人數累積突破千萬，而在平時各個實況主的經營之下，常駐的觀看累積人數也是數以萬計，可看出電子競技中收視人數相當可觀，如此商機值得了解。 本研究結合了科技準備度和科技接受模型，針對本研究的標的遊戲實況網站進行探討。用來了解當使用者使用這些網站時哪些因素將會被列入考量，本研究發現，實況內容中，實況主的知覺內涵會正向影響觀眾忠誠度，實況主的視覺品質不會影響觀眾忠誠度，實況主的溝通品質會正向影響觀眾忠誠度，實況的平台設備品質會正向影響觀眾忠誠度，平台提供的社交指令互動品質會正向影響觀眾忠誠度。依據資料分析結果，本研究提出一些管理建議。

Internet the emergence and development, in particular the WWW, resulting in a majority of consumers and manufacturers in the global market, the rise of the webcast, leaving all other Internet users can also become a marketing initiative provider. Broadcast network, originally developed by the variety of activities such as sports competitions, rallies and the like broadcast network began to develop, and gradually evolved a special live gaming sites, large number of visitors during the tournament cumulative breakthrough of millions, and in peacetime each live under the main business, the cumulative number of permanent viewing also tens of thousands of e-sports can be seen in a considerable number of viewers, so business opportunities worth knowing. In this study, a combination of scientific and technological readiness and technology acceptance model for this study to explore the subject of a live game site. To understand what factors will be included when the user uses these websites considerations, this study found that the live content, live primary perception connotation will positively affect the loyalty of the audience, live visual quality does not affect the main audience loyalty degree, live main communication quality will positively affect the loyalty of the audience, live platform equipment will positively affect the quality of audience loyalty platform provides social interaction instruction will positively affect the quality of audience loyalty. Based on the results of data analysis, this study proposes a number of management recommendations.