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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/139016


    Title: 影響行動直播平台直播主打賞收益之關鍵因素探討： 以A直播平台為例
    An Examination of Key Factors of Reward Revenue on Mobile Live Broadcasting Platforms
    Authors: 張君卿
    Chang, Chun-Ching
    Contributors: 胡昌亞
    Hu, Chang-Ya
    張君卿
    Chang, Chun-Ching
    Keywords: 行動直播平台
    直播主
    打賞收益
    網紅
    Mobile live broadcast platform
    Live broadcaster
    Reward revenue
    Key opinion leader
    Date: 2022
    Issue Date: 2022-02-10 13:24:49 (UTC+8)
    Abstract: 本研究以行動直播平台作為研究主題，探討影響行動直播平台直播主打賞收益的重要因素有哪些，進而幫助平台掌握關鍵變數作為日後實務之用。本研究以台灣A直播平台150位直播主的資料進行分析，根據研究結果發現有經營FB社群粉絲之直播主的打賞收益較高，IG粉絲與打賞行為的關係則不顯著。在行銷方面，只要直播平台給予直播主額外的曝光機會，其打賞收益就會增加，而在這些曝光的通路中，又以TVC廣告與線上活動拍攝的露出的效果較為顯著。期待透過本研究，行動直播平台能夠了解影響直播主打賞收益之關鍵因素有哪些，並且針對這些因素去制定相關方案與進行決策，讓整個直播產業多元蓬勃發展。
    This study uses mobile live broadcast platforms as the research theme. Specifically, this research hopes to explore the important factors that affect the revenue of the mobile live broadcast platform`s main rewards and then help the platform to grasp the key factors for future practical purposes. The study used 150 live broadcasters of a live broadcast platform in Taiwan to examine the research questions. According to the research results, the number of FB fans of live broadcasters positively related to rewards whereas such relationship was not found for the number of IG fans. In terms of marketing, as long as the live broadcast platform gives the live broadcaster additional exposure opportunities, their rewards will increase. In these exposure channels, the exposure effect of TVC advertisements and online activities is more significant. It is hoped that through this research, the mobile live broadcast platform will be able to understand the key factors that affect the reward revenue of the main live broadcast and formulate relevant plans and decisions based on these factors so that the entire live broadcast industry will flourish and develop in a diversified manner.
    Reference: 中文文獻

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    廖長健、葉冠義、彭朱如，（2021）。直播平台之直播主爭奪戰：迎頭痛擊或另闢天地？，政大商管個案，頁7。
    劉燕秋，對話騰訊副總裁程武：創意無法工業化，但可以生態化。
    數位時代，100大影響力網紅 台灣網紅生態全解析。第328期。
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    賴秀玉（2017）。以科技接受模式探討網路直播之使用與滿足－以蘋果Live為例。未出版碩士論文，輔仁大學，大眾傳播學研究所碩士班，台北。
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    109363063
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109363063
    Data Type: thesis
    DOI: 10.6814/NCCU202200125
    Appears in Collections:[企業管理研究所（MBA學位學程）] 學位論文

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