探索行動直播平臺的社會支持因素：擬社會互動與遠距臨場感觀點

Factors Influencing Viewers’Social Support for Live Streamers: Parasocial Interaction and Telepresence Perspectives

由於現場播放技術進步、網路速度提升以及行動裝置普及，直播的技術門檻降低，節目有大量使用者自創內容，2015年起直播已成為臺灣民眾重要收視管道之一。直播不但能讓觀眾與直播主經由傳送訊息，即時且直接互動，直播平臺的虛擬貨幣和禮物打賞機制，更造就許多網紅直播主以及新型態的商業模式。本研究以擬社會互動和遠距臨場感為基礎，從驅動擬社會互動的前置因子出發，建構影響觀眾對直播主提供社會支持因素的路徑模型。本研究採問卷調查法，以滿20歲曾使用行動直播，並曾在直播平臺打賞的用戶為研究對象，委託市場調查研究公司召募參與者，共收取1001份有效樣本。研究結果發現，新鮮感、中介窺視和渴望認同會正向影響直播觀眾對直播主的擬社會互動，寂寞和擬社會互動皆對遠距臨場感有正向影響，遠距臨場感則能正向影響觀眾對直播主在情感、工具和財務三個層面的社會支持。研究結果提供直播平臺上人際關係驅動的社會支持面向具理論基礎的詮釋。

"Live streaming is a form of media that involves recording andbroadcasting simultaneously via the Internet in real time. Due to the recentadvancement of real-time broadcasting technologies, the increase of highbandwidthconnections, and the popularization of mobile devices, thetechnical threshold for creating and delivering live media content has beengreatly lowered. Live streaming platforms have thus rapidly proliferatedacross the global digital landscape, and programs on such platforms havegarnered a large number of user-generated content. Since 2015, livestreaming has become one of the important way for viewers in Taiwan toconsume content. Live streaming not only allows viewers to interact with thestreamers in real time and in person through text messages, but themechanism of giving virtual currencies and gifts on the platforms has alsocreated a new type of business model and transformed everyday people intoinfluencers."