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    题名: 手機端泛娛樂直播中人格特質、虛擬禮物和打賞意願之關係 -- 以中國大陸手機端直播為例
    Personality, virtual gifts and willingness to reward: a study of entertainment live streaming on mobile phone in mainland China
    作者: 劉鎧琳
    Liu, Kai-Lin
    贡献者: 陳宜秀
    江玥慧
    劉鎧琳
    Liu, Kai-Lin
    关键词: 人格特質
    泛娛樂直播
    打賞
    虛擬禮物
    社會臨場感
    Personality
    Entertainment live streaming
    Rewarding
    Virtual gift
    Social presence
    日期: 2023
    上传时间: 2023-03-09 18:13:54 (UTC+8)
    摘要: 當前中國大陸在線直播行業發展興盛且使用人數眾多。在這一熱門的行業背後，直播平台中的打賞占據了整個行業收入的75%，用戶可以通過不同虛擬禮物的購買來滿足自身的情感、互動和社會身份需求。因此基於以上社會和市場背景，本研究透過人格特質來挖掘用戶的人格特質、虛擬禮物類型和打賞意願之間的關係。
    本研究主要採用網路問卷的形式進行資料收集，分成兩個階段進行。第一階段徵求並篩選符合條件的受試，第二階段則會針對第一階段篩選出的受試進行觀看直播和打賞行為的紀錄。問卷中對於受試的基本資料、人格特質、平時觀看直播的方式、類型、行為習慣、打賞習慣、對虛擬禮物的偏好選擇、對直播內容品質的評分、以及社會臨場感等進行搜集。本研究想要通過以上資料收集，來對提出的假設一一驗證。
    經過統計分析，本研究對人格特質、打賞意願、打賞行為、打賞動機、社會臨場感、直播內容品質、虛擬禮物類型，這七個變項之間的關係進行研究和探討。研究結果發現用戶的人格特質不會影響打賞意願和虛擬禮物類型，但會影響打賞行為。用戶的人格特質會影響社會臨場感，且高社會臨場感會導致高打賞意願。然而高打賞意願不見得會引起高的打賞行為。禮物金額和打賞動機是用戶打賞的關鍵，打賞動機與虛擬禮物類型有關。另一方面，當下的直播內容品質會影響社會臨場感和打賞意願。
    本研究雖然沒有成功發現用戶在人格特質上的差異對觀看直播時打賞行為的影響，但是發現了不同打賞情境會造成用戶選擇虛擬禮物類型的差異。另外，當用戶在「想對自我情感進行表達」的情境下時，更偏向選擇贈與模擬人際行為的虛擬禮物，且女性比男性更願意選擇模擬人際行為的虛擬禮物。雖然本研究觸及了許多有關娛樂性直播觀賞者的相關因素，但是對於此新興而複雜的傳播型態，未來還有許多可以深入了解的方向。希望本研究的研究結果，可以為未來針對泛娛樂直播的研究提供參考。
    The online live-streaming industry in mainland China today is booming and has a large number of users. Among interactions afforded by these platforms, "gifting" during live-streaming performance accounts for 75% of the industry`s revenue. Through the purchase of different virtual gifts as rewards to the performers, users can satisfy their emotional, interactive, and social identity needs. This thesis aims to explore the relationship between personality, choices of virtual gifts, willingness to gift, and social presence.
    This study was conducted in two stages using online surveys to collect data regarding users` viewing experiences. The first stage was designed to solicit and screen eligible subjects. Their demographic information of the subjects, the type of live-streaming, their typical way of gifting, and their data on the Big-Five personality scales were also collected in the questionnaire. Those who were eligible were invited to participate in the second stage, designed to collect the live-viewing experience and gifting behavior after the viewing sessions.  
    There are seven variables: willingness to gift, gifting behavior, motivations of gifting, social presence, content quality of live streaming, and choices of virtual gifts. An assortment of statistical analyses was conducted to reveal the relationship among these variables. The study found that the users` personalities did not affect the willingness to gift and the choices of virtual gifts but affected the gifting behavior. Personality affected social presence, and strong social presence would lead to a willingness to gift but would not lead to actual gifting behaviors. The key to rewarding behavior was the price of gifts and motivations for gifting, which was also related to the choices of virtual gifts. On the other hand, the content quality of live streaming would affect the social presence and willingness to gift.
    Although the results did not support the original hypotheses of the study, it was found that rewarding contexts caused differences in users` choices of virtual gifts. In addition, when users were motivated to express their emotions, they were more inclined to choose virtual gifts that simulated interpersonal behaviors. Women were more interested in virtual gifts that simulated interpersonal behaviors than men. 
    While this study touched upon many factors relevant to viewers of live-streaming, there are still many directions for further investigations of this emerging and complex form of communication. The study also offers several suggestions for future studies on this subject. 
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