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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/135341


    Title: 數位世代-直播與上網行為之探究
    Digital Generation—Exploration of Live Broadcasting and Internet Behavior
    Authors: 徐子芸
    Hsu, Tzu-Yun
    Contributors: 鄭力軒
    徐子芸
    Hsu, Tzu-Yun
    Keywords: 直播
    社會資本
    網路消費
    自我滿意度
    live broadcasting
    Social capital
    Internet consumption
    Self-satisfaction
    Date: 2021
    Issue Date: 2021-06-01 14:58:29 (UTC+8)
    Abstract: 在現今，拜科技所賜，在網路上能行使的功能越發眾多，舉凡，線上物聯網的串連或者是在影音平台（如Facebook、Youtube、淘寶直播）分享自身的即時動態等。貼近於影音平台上的分享，在2016年2月時即進入了直播元年的時代，Facebook對所有使用用戶開啟了直播功能，搶先看出商機的人們甚至於社群媒體中開啟了拍賣行動，此風潮使得後進的賣家逐一效仿，且在拍賣的過程也會有通用的銷售模式。那麼運用此種直播商業銷售手法後，人們平均在直播的花費會有所增加嗎？另觀看直播的群眾又是何種社會資本的人們、且在觀看直播後對於人們的快樂與否、自我滿意度又是如何？有待筆者進行探究，本研究使用多元邏輯迴歸與普通最小平方法進行量化分析，另以台灣傳播調查資料庫（Taiwan Communication Survey, TCS ）2017、2018年一般民眾的問卷調查為數據。結果顯示橋接型社會資本對於觀看直播行為有正向效果。
    Nowadays, thanks to technology, there are more and more functions that can be used on the Internet. For example, online IoT connection or sharing of real-time dynamics on audio-visual platforms (such as Facebook, Youtube, Taobao live broadcast), etc. Similar to sharing on the audio-visual platform, in February 2016, we entered the era of live broadcast. When Facebook opened the live broadcast function to all users, some people found the business opportunities and started auctions in social media. This trend made late-moving sellers follow suit one by one, and there would be a common sales model during the auction process. Therefore, after using this kind of live broadcast commercial sales method, will people spend more on live broadcast? In addition, what kind of social capital increases the odds of watching live broadcast, and what are people’s happiness and self-satisfaction after watching the live broadcast? These issues are examined in this research. With the survey data from Taiwan Communication Survey (TCS) 2017 and 2018, we use multinomial logistic regression and ordinary least squares method to test research hypotheses. The results show that bridge social capital has a positive effect on watching live broadcast.
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    Description: 碩士
    國立政治大學
    社會學系
    107254008
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107254008
    Data Type: thesis
    DOI: 10.6814/NCCU202100437
    Appears in Collections:[Department of Sociology] Theses

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