政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146572
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113311/144292 (79%)
Visitors : 50942037      Online Users : 997
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大典藏 > College of Commerce > Department of MIS > Theses >  Item 140.119/146572


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/146572


    Title: 以SOR模型探討影響遊戲實況持續觀看與打賞意圖之因素
    Exploring the Factors that Affect Continuous Watching and Donation Intention in Game Live Streaming Based on SOR Model
    Authors: 曾郁茹
    Tseng, Yu-Ju
    Contributors: 洪為璽
    Hung, Wei-Hsi
    曾郁茹
    Tseng, Yu-Ju
    Keywords: 遊戲實況
    S-O-R模型
    感知價值理論
    持續觀看意圖
    打賞意圖
    Game Live Streaming
    S-O-R Model
    Perceived Value Theory
    Continuous Watching Intention
    Donation Intention
    Date: 2023
    Issue Date: 2023-08-02 14:04:44 (UTC+8)
    Abstract: 伴隨電腦軟硬體的進步和電子競技的日益風靡，遊戲實況已然成為現代人重要的娛樂放鬆來源，即便現有的直播類型多到琳瑯滿目，遊戲實況仍然在這片競爭激烈的市場綻放著璀璨的光芒。遊戲實況主的前二位收入來源是打賞贈禮和工商合作，如何將遊戲實況背後流量轉化為金錢收益至關重要，然而過往研究大多著重討論直播平台使用和直播內容觀看。因此本研究採用S-O-R模型和感知價值理論作為架構基礎，從直播主的美麗感、溫暖感、專業感及幽默感特質，以及直播場域的互動性、社會臨場感及遠距臨場感特質，二個面向探討對觀眾持續觀看意圖和打賞意圖的影響。
    本研究透過線上問卷形式蒐集樣本，共計回收600份問卷，當中有效問卷為517份，而後使用統計軟體實行資料分析。研究結果顯示: 一，溫暖感、專業感、互動性及遠距臨場感對功利價值皆有正向顯著關係；二，美麗感、溫暖感、專業感、幽默感及社會臨場感對享樂價值皆有正向顯著關係；三，互動性、社會臨場感及遠距臨場感對社會價值皆有正向顯著關係；四，功利價值、享樂價值及社會價值對持續觀看意圖皆有正向顯著關係；五，享樂價值和社會價值對打賞意圖皆有正向顯著關係，但是功利價值對打賞意圖則無顯著關係；六，情緒感染調節享樂價值和社會價值對打賞意圖皆無顯著關係。本研究提出些許學術面和實務面的貢獻，在學術面上，作為遊戲實況領域未來相似研究的參考依據，在實務面上，為遊戲實況主提供經營頻道的參考依據，也為實況經紀公司和遊戲實況平台，提供培訓和挑選人才的參考依據。
    With the advancement of computer software and hardware, and the growing popularity of e-sports, game live streaming has become important source of entertainment and relaxation for modern people. Despite the abundance of existing live streaming genres, game live streaming continues to shine brightly in this fiercely competitive market. Converting the traffic behind game live streaming into monetary gains is crucial, as the top two income sources for game streamers are viewer donation and business collaboration. However, previous studies have primarily focused on discussing the usage of live streaming platform and viewing of live streaming content. Therefore, this study adopts the S-O-R model and perceived value theory as framework foundation to examine the impact of two aspects, namely the live streamers’ characteristics of beauty, warmth, expertise, and humor, and the live scenes’ characteristics of interactivity, social presence, and telepresence, on audiences’ continuous watching intention and donation intention.
    This study collected samples through an online questionnaire, with 600 responses, out of which 517 responses were valid. Data analysis was then conducted using statistical softwares. The research results indicate: (1)Warmth, expertise, interactivity, and telepresence have positive and significant relationships with utilitarian value; (2)Beauty, warmth, expertise, humor, and social presence have positive and significant relationships with hedonic value; (3)Interactivity, social presence, and telepresence have positive and significant relationships with social value; (4)Utilitarian value, hedonic value, and social value have positive and significant relationships with continuous watching intention; (5)Hedonic value and social value have positive and significant relationships with donation intention, while utilitarian value doesn’t have a significant relationship with donation intention; (6)Emotional contagion doesn’t significantly moderate relationships between hedonic value and social value with donation intention. This study proposes several academic and practical contributions. Academically, it serves as references for future similar studies in the field of game live streaming. Practically, it provides references for game streamers to manage channels and for streaming management companies and game streaming platforms to train and select talents.
    Reference: Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
    Akdim, K., Casaló, L. V., & Flavián, C. (2022). The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps. Journal of Retailing and Consumer Services, 66, 102888.
    Al-Adwan, A. S., Yaseen, H., Alsoud, A., Abousweilem, F., & Al-Rahmi, W. M. (2022). Novel extension of the UTAUT model to understand continued usage intention of learning management systems: The role of learning tradition. Education and Information Technologies, 27, 3567-3593.
    Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411-423.
    Argyle, M., & Dean, J. (1965). Eye-contact, distance and affiliation. Sociometry, 28(3), 289-304.
    Asante, I. O., Fang, J., Darko, D. F., & Altab, H. M. (2021). Examining the antecedents of user donation intentions toward social media articles: Moderation effects of social contagion. SAGE Open, 11(1), 1-12.
    Asch, S. E. (1946). Forming impressions of personality. The Journal of Abnormal and Social Psychology, 41(3), 258-290.
    Atchariyachanvanich, K., Okada, H., & Sonehara, N. (2008). Exploring factors effecting the continuance of purchasing behavior in internet shopping: extrinsic benefits and intrinsic benefits. IPSJ Digital Courier, 4, 91-102.
    Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
    Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing science, 16, 74-94.
    Barsade, S. G., Coutifaris, C. G., & Pillemer, J. (2018). Emotional contagion in organizational life. Research in Organizational Behavior, 38, 137-151.
    Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
    Batson, C. D. (1987). Prosocial motivation: Is it ever truly altruistic? (Vol. 20). Elsevier.
    Batson, C. D. (2010). Empathy-induced altruistic motivation. American Psychological Association.
    Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
    Bendapudi, N., Singh, S. N., & Bendapudi, V. (1996). Enhancing helping behavior: An integrative framework for promotion planning. Journal of Marketing, 60(3), 33-49.
    Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological bulletin, 88(3), 588.
    Berlo, D. K., Lemert, J. B., & Mertz, R. J. (1969). Dimensions for evaluating the acceptability of message sources. Public opinion quarterly, 33(4), 563-576.
    Bettman, J. R. (1979). An Information Processing Theory of Consumer Choice. Addison-Wesley.
    Bhattacherjee, A. (2001a). Understanding information systems continuance: An expectation-confirmation model. MIS quarterly, 25(3), 351-370.
    Bilgin, Y., & Kethüda, Ö. (2022). Charity social media marketing and its influence on charity brand image, brand trust, and donation intention. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 33(5), 1091-1102.
    Biocca, F. (1997). The cyborg`s dilemma: Progressive embodiment in virtual environments. Journal of computer-mediated communication, 3(2), JCMC324.
    Biocca, F., Harms, C., & Burgoon, J. K. (2003). Toward a more robust theory and measure of social presence: Review and suggested criteria. Presence: Teleoperators & virtual environments, 12(5), 456-480.
    Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of advertising, 30(1), 1-12.
    Brown, E., & Cairns, P. (2004). A grounded investigation of game immersion. CHI `04 Extended Abstracts on Human Factors in Computing Systems,
    Burt, R. S. (1987). Social contagion and innovation: Cohesion versus structural equivalence. American journal of Sociology, 92(6), 1287-1335.
    Buxton, W. (1994). Human skills in interface design. Interacting With
    Virtual Environments, 1-12.
    Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., & Fuentes-García, F. J. (2020). Motivations for the use of video game streaming platforms: The moderating effect of sex, age and self-perception of level as a player. International journal of environmental research and public health, 17(19), 7019.
    Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video,
    Čaić, M., Avelino, J., Mahr, D., Odekerken-Schröder, G., & Bernardino, A. (2020). Robotic versus human coaches for active aging: An automated social presence perspective. International Journal of Social Robotics, 12, 867-882.
    Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81.
    Chang, T.-Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
    Chang, Y., & Geng, L. (2022). Planned or unplanned purchases? The effects of perceived values on omnichannel continuance intention. International Journal of Retail & Distribution Management, 50(12), 1535-1551.
    Chen, J., Liu, J., & Chen, M. (2021). A study on the impact of customer expertise on customer engagement. Proceedings of the Fourteenth International Conference on Management Science and Engineering Management,
    Chen, S., Li, X., Huang, D., & Guo, M. (2022). Do Streamers` Characteristics Influence Impulse Buying in Live Streaming: The Role of Consumers` Perceived Value. WHICEB 2022 Proceedings,
    Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. 22, vii-xvi.
    Chiovato, L. (2022). Gaming’s Live-Streaming Audience Will Hit One Billion Next Year & 1.4 Billion by 2025. Newzoo. Retrieved November 15 from https://newzoo.com/resources/blog/gamings-live-streaming-audience-will-hit-one-billion-next-year-1-4-billion-by-2025
    Cho, C.-H., & Leckenby, J. D. (1997). Internet-related programming technology and advertising. Proceedings of the Conference-American Academy of Advertising,
    Chong, A. Y. L., Lacka, E., Boying, L., & Chan, H. K. (2018). The role of social media in enhancing guanxi and perceived effectiveness of E-commerce institutional mechanisms in online marketplace. Information & Management, 55(5), 621-632.
    Chong, H. X., Hashim, A. H., Osman, S., Lau, J. L., & Aw, E. C.-X. (2023). The future of e-commerce? Understanding livestreaming commerce continuance usage. International Journal of Retail & Distribution Management, 51(1), 1-20.
    Cohen, J. (2013). Statistical power analysis for the behavioral sciences. Academic Press.
    Cuddy, A. J., Fiske, S. T., & Glick, P. (2008). Warmth and competence as universal dimensions of social perception: The stereotype content model and the BIAS map. Advances in experimental social psychology, 40, 61-149.
    DataReportal. (2022). DIGITAL 2022: TAIWAN. Retrieved November 10 from https://datareportal.com/reports/digital-2022-taiwan
    Degoey, P. (2000). Contagious justice: Exploring the social construction of justice in organizations. Research in Organizational Behavior, 22, 51-102.
    Deng, M., Deng, P., Chen, B., Liang, Q., & Deng, G. (2021). Research on Tik Tok platform live streaming e-commerce to help rural revitalization based on SOR model. Academic Journal of Business & Management, 3(6), 91-94.
    Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629-636.
    Dion, K., Berscheid, E., & Walster, E. (1972). What is beautiful is good. Journal of personality and social psychology, 24(3), 285-290.
    Durau, J., Diehl, S., & Terlutter, R. (2022). Motivate me to exercise with you: The effects of social media fitness influencers on users’ intentions to engage in physical activity and the role of user gender. Digital Health, 8, 1-17.
    Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
    Fang, J., Chen, L., Wen, C., & Prybutok, V. R. (2018). Co-viewing experience in video websites: The effect of social presence on e-loyalty. International Journal of Electronic Commerce, 22(3), 446-476.
    Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information & Management, 55(8), 956-970.
    Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
    Fiske, S. T., Cuddy, A. J., & Glick, P. (2007). Universal dimensions of social cognition: Warmth and competence. Trends in cognitive sciences, 11(2), 77-83.
    Fiske, S. T., Cuddy, A. J., Glick, P., & Xu, J. (2002). A Model of (Often Mixed) Stereotype Content: Competence and Warmth Respectively Follow From Perceived Status and Competition. Journal of personality and social psychology, 82(6), 878-902.
    Florenthal, B., Awad, M., & Godar, S. (2020). Nonprofits meet millennials: a hybrid approach of uses and gratifications and TAM to identify the drivers of monetary donation intention. Young Consumers, 21(4), 435-449.
    Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
    Friedman, H. S., Prince, L. M., Riggio, R. E., & DiMatteo, M. R. (1980). Understanding and assessing nonverbal expressiveness: the affective communication test. Journal of personality and social psychology, 39(2), 333-351.
    Garrison, D. R., Anderson, T., & Archer, W. (1999). Critical inquiry in a text-based environment: Computer conferencing in higher education. The internet and higher education, 2(2-3), 87-105.
    Gefen, D., & Straub, D. (2003). Managing user trust in B2C e-services. e-Service, 2(2), 7-24.
    Gibson, J. J., & Carmichael, L. (1966). The Senses Considered as Perceptual Systems. Houghton Mifflin.
    Goldenberg, A., & Gross, J. J. (2020). Digital emotion contagion. Trends in cognitive sciences, 24(4), 316-328.
    Gunawardena, C. N., & Zittle, F. J. (1997). Social presence as a predictor of satisfaction within a computer‐mediated conferencing environment. American journal of distance education, 11(3), 8-26.
    Guo, Y., Zhang, K., & Wang, C. (2022). Way to success: understanding top streamer`s popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64, 102786.
    Guo, Z., Yao, Y., & Chang, Y.-C. (2022). Research on customer behavioral intention of hot spring resorts based on SOR model: The multiple mediation effects of service climate and employee engagement. Sustainability, 14(14), 8869.
    Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate Data Analysis. Prentice Hall.
    Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
    Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1993). Emotional contagion. Current directions in psychological science, 2(3), 96-100.
    Hatfield, E., & Sprecher, S. (1986). Mirror, Mirror: The Importance of Looks in Everyday Life. SUNY Press.
    He, Y., Li, W., & Xue, J. (2022). What and how driving consumer engagement and purchase intention in officer live streaming? A two-factor theory perspective. Electronic Commerce Research and Applications, 56, 101223.
    Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing science, 43, 115-135.
    Hewei, T., & Youngsook, L. (2022). Factors affecting continuous purchase intention of fashion products on social E-commerce: SOR model and the mediating effect. Entertainment Computing, 41, 100474.
    Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
    Ho, H.-C., Chiu, C. L., Mansumitrchai, S., & Quarles, B. J. (2020). Hedonic and utilitarian value as a mediator of men’s intention to purchase cosmetics. Journal of Global Fashion Marketing, 11(1), 71-89.
    Hodas, N. O., & Lerman, K. (2014). The simple rules of social contagion. Scientific reports, 4(1), 4343.
    Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68.
    Holbrook, M. (1996). Consumer Value: A Framework for Analysis and Research. Routledge.
    Homans, G. C. (1958). Social behavior as exchange. American journal of Sociology, 63(6), 597-606.
    Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press.
    Hsiao, C.-H., Chien, C.-H., Yeh, S.-S., & Huan, T.-C. (2022). Smiling for tips? Will restaurant servers’ actions affect customers’ emotional contagion and tipping behavior? Tourism Review, 77(3), 964-985.
    Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
    Hussain, A., Hooi Ting, D., Zaib Abbasi, A., & Rehman, U. (2023). Integrating the SOR model to examine purchase intention based on Instagram sponsored advertising. Journal of Promotion Management, 29(1), 77-105.
    Hwang, I. (2022). The Effect of Metaverse Telepresence on Intention to Continuous Use Through Interaction Value: The Moderation of Platform Trust. 디지털콘텐츠학회논문지 (J. DCS), 23(12), 2469-2480.
    Kervyn, N., Bergsieker, H. B., & Fiske, S. T. (2012). The innuendo effect: Hearing the positive but inferring the negative. Journal of Experimental Social Psychology, 48(1), 77-85.
    Kim, J.-H., Kim, M., Park, M., & Yoo, J. (2021). How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence. Journal of Research in Interactive Marketing, 15(3), 502-525.
    Kim, J.-Y., Natter, M., & Spann, M. (2009). Pay what you want: A new participative pricing mechanism. Journal of Marketing, 73(1), 44-58.
    Kim, K., Chung, T.-L. D., & Fiore, A. M. (2023). The role of interactivity from Instagram advertisements in shaping young female fashion consumers’ perceived value and behavioral intentions. Journal of Retailing and Consumer Services, 70, 103159.
    Kim, T., & Biocca, F. (1997). Telepresence via television: Two dimensions of telepresence may have different connections to memory and persuasion. Journal of computer-mediated communication, 3(2), JCMC325.
    Kitamura, M., & Watanabe, K. (2021). Managed postures modulate social impressions after limited and unlimited time exposure. Current Psychology, 42, 3957-3967.
    Klein, L. R. (1999). Creating virtual experiences in the new media. Harvard University.
    Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration (ijec), 11(4), 1-10.
    Kushner, R. J., & Brooks, A. C. (2000). The one-man band by the quick lunch stand: Modeling audience response to street performance. Journal of Cultural Economics, 24, 65-77.
    Lee, C.-H., & Chen, C.-W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information, 12(6), 241.
    Lee, H., Xu, Y., & Porterfield, A. (2022). Antecedents and moderators of consumer adoption toward AR‐enhanced virtual try‐on technology: A stimulus‐organism‐response approach. International Journal of Consumer Studies, 46(4), 1319-1338.
    Lee, L., Piliavin, J. A., & Call, V. R. (1999). Giving time, money, and blood: Similarities and differences. Social psychology quarterly, 62(3), 276-290.
    Lee, W.-j., & Kim, Y. H. (2021). Does VR tourism enhance users’ experience? Sustainability, 13(2), 806.
    Li, M., Hua, Y., & Zhu, J. (2021). From interactivity to brand preference: the role of social comparison and perceived value in a virtual brand community. Sustainability, 13(2), 625.
    Li, Y., & Guo, Y. (2021). Virtual gifting and danmaku: What motivates people to interact in game live streaming? Telematics and Informatics, 62, 101624.
    Li, Z. C., Ji, Y. G., Tao, W., & Chen, Z. F. (2022). Engaging your feelings: Emotion contagion and public engagement on nonprofit organizations’ Facebook sites. Nonprofit and Voluntary Sector Quarterly, 51(6), 1281-1303.
    Lim, J. S., Choe, M.-J., Zhang, J., & Noh, G.-Y. (2020). The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: A social cognitive theory perspective. Computers in Human Behavior, 108, 106327.
    Lin, H.-C., & Chang, C.-M. (2018). What motivates health information exchange in social media? The roles of the social cognitive theory and perceived interactivity. Information & Management, 55(6), 771-780.
    Liu, L. (2019). Motivating user-generated content contribution with voluntary donation to content creators. HCI in Business, Government and Organizations. Information Systems and Analytics,
    Liu, L., Jiang, J., Ren, S., & Hu, L. (2021). Why Audiences Donate Money to Content Creators? A Uses and Gratifications Perspective. International Conference on Human-Computer Interaction,
    Liu, L., Suh, A., & Wagner, C. (2018). Empathy or perceived credibility? An empirical study on individual donation behavior in charitable crowdfunding. Internet Research, 28(3), 623-651.
    Liu, Q., Wang, L., Zhou, J., Wu, W., & Li, Y. (2022). Factors influencing donation intention to personal medical crowdfunding projects appearing on MSNS. Journal of Organizational and End User Computing (JOEUC), 34(4), 1-26.
    Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of advertising, 31(4), 53-64.
    Lombard, M., & Snyder-Duch, J. (2001). Interactive advertising and presence: A framework. Journal of Interactive Advertising, 1(2), 56-65.
    Lu, B., Wu, D., & Zhao, R. (2022). An investigation into factors affecting individuals` gifting intention in live streaming: a streamer–content perspective. Journal of Electronic Business & Digital Economics, 1(1-2), 90-110.
    Lucia-Palacios, L., & Pérez-López, R. (2021). How can autonomy improve consumer experience when interacting with smart products? Journal of Research in Interactive Marketing, 17(1), 19-37.
    Lv, X., Zhang, R., Su, Y., & Yang, Y. (2022). Exploring how live streaming affects immediate buying behavior and continuous watching intention: A multigroup analysis. Journal of Travel & Tourism Marketing, 39(1), 109-135.
    Ma, L. (2021). Understanding non-adopters’ intention to use internet pharmacy: Revisiting the roles of trustworthiness, perceived risk and consumer traits. Journal of Engineering and Technology Management, 59, 101613.
    Ma, S.-C., Byon, K. K., Jang, W., Ma, S.-M., & Huang, T.-N. (2021). Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types. Sustainability, 13(8), 4164.
    Maduku, D. K., & Thusi, P. (2023). Understanding consumers` mobile shopping continuance intention: New perspectives from South Africa. Journal of Retailing and Consumer Services, 70, 103185.
    Mainolfi, G., Lo Presti, L., Marino, V., & Filieri, R. (2022). “YOU POST, I TRAVEL.” Bloggers` credibility, digital engagement, and travelers` behavioral intention: The mediating role of hedonic and utilitarian motivations. Psychology & Marketing, 39(5), 1022-1034.
    Manchanda, P., Arora, N., & Sethi, V. (2022). Impact of beauty Vlogger`s credibility and popularity on eWOM sharing intention: The mediating role of Parasocial interaction. Journal of Promotion Management, 28(3), 379-412.
    Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
    McCroskey, J. C. (1966). Scales for the measurement of ethos. Speech Monographs, 33(1), 65-72.
    McCroskey, J. C., & McCain, T. A. (1974). The measurement of interpersonal attraction. Speech Monographs, 41(3), 261-266.
    McMillan, S. J., & Hwang, J.-S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of advertising, 31(3), 29-42.
    Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
    Meng, L. M., Duan, S., Zhao, Y., Lü, K., & Chen, S. (2021). The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion. Journal of Retailing and Consumer Services, 63, 102733.
    Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of SOR theory. International Journal of Web Information Systems, 17(4), 300-320.
    Minsky, M. (1980). Telepresence. OMNI Magazine.
    Mishkinsky, M. (1977). Humour as a "courage mechanism.". Israel annals of psychiatry & related disciplines, 15(4), 352-363.
    Mixer, J. R. (1993). Principles of Professional Fundraising: Useful Foundations for Successful Practice. Jossey-Bass.
    Mobius, M. M., & Rosenblat, T. S. (2006). Why beauty matters. American Economic Review, 96(1), 222-235.
    Monroe, K. B. (1990). Pricing: Making Profitable Decisions. McGraw Hill.
    Nazareth, B. J. (2008). The Psychology of Military Humour. Lancer Publishers LLC.
    Newhagen, J. E., Cordes, J. W., & Levy, M. R. (1995). Nightly@ nbc. com: Audience scope and the perception of interactivity in viewer mail on the Internet. Journal of communication, 45(3), 164-175.
    Newzoo. (2022a). Newzoo Global Games Market Report 2022 | Free Version. Retrieved November 15 from https://newzoo.com/insights/trend-reports/newzoo-global-games-market-report-2022-free-version
    Newzoo. (2022b). Newzoo’s Global Esports & Live Streaming Market Report 2022 | Free Version. Retrieved November 15 from https://newzoo.com/insights/trend-reports/newzoo-global-esports-live-streaming-market-report-2022-free-version
    Ng, M., Law, M., Lam, L., & Cui, C. (2022). A study of the factors influencing the viewers’ satisfaction and cognitive assimilation with livestreaming commerce broadcast in Hong Kong. Electronic Commerce Research, 1-26.
    Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing science, 19(1), 22-42.
    Nowak, K. L., & Biocca, F. (2003). The effect of the agency and anthropomorphism on users` sense of telepresence, copresence, and social presence in virtual environments. Presence: Teleoperators & virtual environments, 12(5), 481-494.
    Nunnally, J. C. (1978). Psychometric Theory. McGraw-Hill.
    Oh, H. J., Kim, J., Chang, J. J., Park, N., & Lee, S. (2023). Social benefits of living in the metaverse: The relationships among social presence, supportive interaction, social self-efficacy, and feelings of loneliness. Computers in Human Behavior, 139, 107498.
    Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
    Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
    Ongsakul, V., Ali, F., Wu, C., Duan, Y., Cobanoglu, C., & Ryu, K. (2021). Hotel website quality, performance, telepresence and behavioral intentions. Tourism Review, 76(3), 681-700.
    Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business research, 59(10-11), 1160-1166.
    Park, J., Kim, M., Nauright, J., & Kim, Y. H. (2020). Sport event tourists’(SET’s) behavior: a case study of the PyeongChang Winter Olympics. International Journal of Sports Marketing and Sponsorship, 21(2), 267-284.
    Patzer, G. L. (1985). The Physical Attractiveness Phenomena. Plenum Press.
    Phua, J., & Kim, J. J. (2018). Starring in your own Snapchat advertisement: Influence of self-brand congruity, self-referencing and perceived humor on brand attitude and purchase intention of advertised brands. Telematics and Informatics, 35(5), 1524-1533.
    PLAYBOARD. (2022). Most Subscribed of V-Tuber. Retrieved November 20 from https://playboard.co/en/youtube-ranking/most-subscribed-v-tuber-channels-in-worldwide-total
    Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of management, 12(4), 531-544.
    Porter, M. E. (2005). Competitive Strategy. Huaxia Press.
    Purohit, S., Arora, R., & Paul, J. (2022). The bright side of online consumer behavior: Continuance intention for mobile payments. Journal of Consumer Behaviour, 21(3), 523-542.
    Qi, D., Zhang, M., & Zhang, Y. (2023). Resource integration, value co-creation and continuance intention in MOOCs learning process. Interactive Learning Environments, 31(2), 701-713.
    Qian, T. Y. (2022). Watching sports on Twitch? A study of factors influencing continuance intentions to watch Thursday Night Football co-streaming. Sport Management Review, 25(1), 59-80.
    Qin, H., Peak, D. A., & Prybutok, V. (2021). A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making? Journal of Retailing and Consumer Services, 58, 102337.
    Qing, T., & Haiying, D. (2021). How to achieve consumer continuance intention toward branded apps—from the consumer–brand engagement perspective. Journal of Retailing and Consumer Services, 60, 102486.
    Rafaeli, S. (1988). From new media to communication. Sage annual review of communication research: Advancing communication science, 16(1), 110-134.
    Rintamäki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland. International Journal of Retail & Distribution Management, 34(1), 6-24.
    Robert, D., & John, R. (1982). Store atmosphere: an environmental psychology approach. Journal of retailing, 58(1), 34-57.
    Roux, A. T., & Maree, T. (2021). Joy to the (shopper) world: An SOR view of digital place-based media in upmarket shopping malls. Journal of Promotion Management, 27(7), 1031-1060.
    Sarstedt, M., Ringle, C. M., Henseler, J., & Hair, J. F. (2014). On the emancipation of PLS-SEM: A commentary on Rigdon (2012). Long range planning, 47(3), 154-160.
    Schumann, D. W., Artis, A., & Rivera, R. (2001). The future of interactive advertising viewed through an IMC lens. Journal of Interactive Advertising, 1(2), 43-55.
    Sharma, S., Singh, G., & Sharma, R. (2021). For it is in giving that we receive: Investigating gamers’ gifting behaviour in online games. International Journal of Information Management, 60, 102363.
    Sharma, T. G., Hamari, J., Kesharwani, A., & Tak, P. (2022). Understanding continuance intention to play online games: roles of self-expressiveness, self-congruity, self-efficacy, and perceived risk. Behaviour & Information Technology, 41(2), 348-364.
    Shen, Y.-C., Huang, C.-Y., Chu, C.-H., & Liao, H.-C. (2010). Virtual community loyalty: An interpersonal-interaction perspective. International Journal of Electronic Commerce, 15(1), 49-74.
    Sheridan, T. (1986). Human supervisory control of robot systems. Proceedings. 1986 IEEE International Conference on Robotics and Automation,
    Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business research, 22(2), 159-170.
    Short, J., Williams, E., & Christie, B. (1976). The Social Psychology of Telecommunications. John Wiley & Sons.
    SimilarWeb. (2022). Top Websites Ranking. Retrieved November 20 from https://www.similarweb.com/zh-tw/top-websites/
    Steinert, S. (2021). Corona and value change. The role of social media and emotional contagion. Ethics and Information Technology, 23(Suppl 1), 59-68.
    Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of communication, 42(4), 73-93. https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1460-2466.1992.tb00812.x
    Strzalko, J., & Kaszycka, K. A. (1992). Physical attractiveness: Interpersonal and intrapersonal variability of assessments. Social Biology, 39(1-2), 170-176.
    Sun, W., Liu, H., & Wen, N. (2022). What motivates people to continuously engage in online task-oriented check-ins? The role of perceived social presence. Aslib Journal of Information Management, 75(2), 390-406.
    Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
    Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. (2021). Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior, 115, 105238.
    Thorson, J. A., & Powell, F. C. (1993). Development and validation of a multidimensional sense of humor scale. Journal of clinical psychology, 49(1), 13-23.
    Tseng, F.-C., Cheng, T., Yu, P.-L., Huang, T.-L., & Teng, C.-I. (2019). Media richness, social presence and loyalty to mobile instant messaging. Industrial Management & Data Systems, 119(6), 1357-1373.
    TwitchTracker. (2022). TWITCH STATISTICS & CHARTS. Retrieved November 20 from https://twitchtracker.com/statistics
    Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 36(1), 157-178.
    Wan, J., Lu, Y., Wang, B., & Zhao, L. (2017). How attachment influences users’ willingness to donate to content creators in social media: A socio-technical systems perspective. Information & Management, 54(7), 837-850.
    Wang, N., Xie, W., Ali, A., Brem, A., & Wang, S. (2022). How do individual characteristics and social capital shape users’ continuance intentions of smart wearable products? Technology in Society, 68, 101818.
    Wang, W., Chen, R. R., Ou, C. X., & Ren, S. J. (2019). Media or message, which is the king in social commerce?: An empirical study of participants` intention to repost marketing messages on social media. Computers in Human Behavior, 93, 176-191.
    Wang, X., Wang, Y., Lin, X., & Abdullat, A. (2021). The dual concept of consumer value in social media brand community: A trust transfer perspective. International Journal of Information Management, 59, 102319.
    Warren, C., Barsky, A., & McGraw, A. P. (2018). Humor, comedy, and consumer behavior. Journal of Consumer Research, 45(3), 529-552.
    Wheaton, M. G., Prikhidko, A., & Messner, G. R. (2021). Is fear of COVID-19 contagious? The effects of emotion contagion and social media use on anxiety in response to the coronavirus pandemic. Frontiers in psychology, 11, 567379.
    Whitehead Jr, J. L. (1968). Factors of source credibility. Quarterly Journal of Speech, 54(1), 59-63.
    Wiener, M., & Mehrabian, A. (1968). Language Within Language: Immediacy, a Channel in Verbal Communication. Ardent Media.
    Williams, L. J., & Hazer, J. T. (1986). Antecedents and consequences of satisfaction and commitment in turnover models: A reanalysis using latent variable structural equation methods. Journal of applied psychology, 71(2), 219-231.
    Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of marketing management, 36(5-6), 488-518.
    Xiao, A., Huang, Y., Bortree, D. S., & Waters, R. D. (2022). Designing social media fundraising messages: An experimental approach to understanding how message concreteness and framing influence donation intentions. Nonprofit and Voluntary Sector Quarterly, 51(4), 832-856.
    Yang, S., Jiang, H., Yao, J., Chen, Y., & Wei, J. (2018). Perceived values on mobile GMS continuance: A perspective from perceived integration and interactivity. Computers in Human Behavior, 89, 16-26.
    Ye, S., Lei, S. I., Shen, H., & Xiao, H. (2020). Social presence, telepresence and customers’ intention to purchase online peer-to-peer accommodation: A mediating model. Journal of Hospitality and Tourism Management, 42, 119-129.
    Yuan, C., Zhang, C., & Wang, S. (2022). Social anxiety as a moderator in consumer willingness to accept AI assistants based on utilitarian and hedonic values. Journal of Retailing and Consumer Services, 65, 102878.
    Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
    Zhang, B., Hu, X., & Gu, M. (2022). Promote pro-environmental behaviour through social media: An empirical study based on Ant Forest. Environmental Science & Policy, 137, 216-227.
    Zhou, L., & Xue, F. (2022). Effects of Instagram user-generated content on travel inspiration and planning: An extended model of technology acceptance. Journal of Promotion Management, 28(3), 239-260.
    Ziv, A. (1984). Personality and Sense of Humor. Springer.
    台灣網路資訊中心. (2022a). 2022年台灣網路報告. Retrieved 12月20日 from https://www.twnic.tw/doc/twrp/202207e.pdf
    台灣網路資訊中心. (2022b). 服務應用概況. Retrieved 12月20日 from https://report.twnic.tw/2022/TrendAnalysis_globalCompetitiveness.html
    台灣網路資訊中心. (2022c). 整體使用現況. Retrieved 12月20日 from https://report.twnic.tw/2022/TrendAnalysis_internetUsage.html
    吳家愷. (2022). 直播平台哪個最夯？6大直播平台評比，帶你解析直播紅什麼！. 電商教室. Retrieved 12月15日 from https://blog.shopline.tw/6-live-platform-compare/
    Description: 碩士
    國立政治大學
    資訊管理學系
    110356012
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110356012
    Data Type: thesis
    Appears in Collections:[Department of MIS] Theses

    Files in This Item:

    File Description SizeFormat
    601201.pdf5704KbAdobe PDF20View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback