标题: | 从虚拟到真实-游戏直播中的拟社会互动、忠诚行为与互动感知之关联性研究 From parasocial to social: A study of relationships among parasocial interaction, loyalty behavior and perceived interactivity on live video streaming platform |
作者: | 朱家齐 黄惠萍 Chu, Chia-Chi Huang, Hui-Ping 传播研究所 |
关键字: | 游戏直播;Twitch;拟社会互动;忠诚行为;互动感知;live video streaming;Twitch;parasocial interaction;loyalty behavior;perceived interactivity |
公开日期: | 2017 |
摘要: | 本研究以拟社会互动理论为基础,并以Twitch游戏直播平台作为研究对象,探讨拟社会互动于此一新兴媒介中的作用机制。首先根据过往研究,整理出可能影响拟社会互动的因素,包括实况主吸引力、观看动机、依附类型与观看时间,进而观察拟社会互动对追随、赞助与订阅等忠诚行为的影响。 另外,本研究认为游戏直播平台中,实况主与观众的互动形式介于拟社会互动与真实互动之间,而观众收看实况并对实况主产生拟社会互动感知后,会产生与实况主实际互动的意愿,而忠诚行为即是和实况主建立连结与真实互动的方式。因此,本研究也观察忠诚行为是否会影响阅听众的互动感知(包括控制性、互惠性、连结性、即时性与人际互动性),亦即,越多忠诚行为的观众,对于实况平台中的互动感知是否较为强烈。 本研究采用网路问卷调查法,共取得674份有效问卷,并以SmartPLS进行资料分析与假说检定。结果指出,实况主之外型吸引力、社交吸引力、观众的社交性动机、观看时间与焦虑依附倾向皆正向影响拟社会互动,而安全与排除依附倾向则负向影响拟社会互动。拟社会互动会负向影响观众的追随行为,但会正向影响赞助与订阅行为。另外,追随行为对互惠性、连结性与人际互动性具有负向影响;赞助行为对五种互动感知皆不具影响;但订阅行为对五种互动感知则皆具正向影响。 本研究的理论贡献在于,证实阅听人的拟社会互动可以透过采取部分忠诚行为而得到真实的互动感知。而基于传播科技的进步,影响拟社会互动的因素也与过去研究不同,社交性动机取代了工具性动机,成为影响拟社会互动的关键因素;观看时间在传统媒体中难以影响拟社会互动,但在游戏直播此一媒介中则能够产生影响。本研究并对实况主经营频道的策略也提供启发,实况主可与平台合作,透过市场调查瞭解其目标市场,以作为经营个人形象并提升社交吸引力的参考依据,并在情况许可下尽量增加开台时间。在获利目标上应以获得订阅作为主要目标,实况主可思考如何最大化订阅者的福利与最小化其金钱成本,力求潜在观众的订阅与已订阅者的再次订阅。另外,大部份的观众只是习惯性地开着实况而非专注收看,实况主可透过设计有意义的互动制造话题,平台方面则可提供能够侦测实际观看时间的功能并给予报酬,以增加观众确实收看的时间。 This study uses parasocial interaction perspective to observe the audience’s use behavior of the Twitch platform. Based on past research, it first examines factors affecting parasocial interaction, including broadcasters’ attraction, the audience’s motives, attachment style and use time. However, the interaction between broadcasters and the audience may not be just parasocial, through certain loyalty behavior such as follow, donation and subscription, the audience can connect and interact with the broadcasters in a real way, which can further stimulate their perception of interactivity. This study thus also examines the relationship between loyalty behavior and perceived interactivity, including perceived control, reciprocity, connectedness, synchronicity and interpersonality. This study conducts a web survey to collect data. In total, 674 questionnaires are successfully collected. Results show that the broadcasters’ physical attraction, social attraction, the audience’s social motivation, use time and preoccupied attachment have significant positive effects, whereas secure and dismissive-avoidant attachment have significant negative effects on parasocial interaction. Parasocial interaction has significant negative effects on follow, but has significant positive effects on donation and subscription. Follow has significant negative effects on perceived reciprocity, connectedness and interpersonality. Donation has no significant impact on perceived interactivity, but subscription has significant positive effects on all dimensions of perceived interactivity. This study shows that parasocial interaction can be turned into real interaction by loyalty behavior. Along with the evolution of communication technologies, the audience’s social motivation has replaced instrumental motivation to be the key factor of parasocial interaction. Use time also plays a more important role in affecting prarsocial interaction on live video streaming platform compared with traditional media. Results from this study also have marketing implications. Broadcasters or platform managers can conduct marketing research to identify target market and provide broadcasters strategies about how to increase social attraction. They can also broadcast live videos as frequently as possible in order to increase the audience’s use time. In addition, broadcasters should view obtaining subscriptions as the primary goal, offer subscribers more benefits with less cost in order to appeal potential subscribers and get more re-subscriptions from regular customers. Moreover, as most of the audience watches live video streaming in an inattentive way, broadcasters may arrange meaningful interactions with the audience from time to time to build more buzz. Platform managers can also design new functions to observe the audience’s use behavior and offer rewards to stimulate their use time. |
URI: | http://etd.lib.nctu.edu.tw/cdrfb3/record/nctu/#GT070359104 http://hdl.handle.net/11536/142380 |
显示于类别: | Thesis |