臉書直播主的互動模式與閱聽人收看行為之研究

A Study on Interactive Mode of the Facebook Broadcasters and Watching Behavior of the Audience

網路的迅速發展與行動裝置的普及，使得大眾與網路的關係密不可分，加上直播技術不斷的進步，讓直播的內容日趨多元。直播風潮席捲全球，帶動網紅經濟的崛起，同時引領網紅直播主的興盛，影響全球網路直播市場的發展趨勢。本研究以霍斯曼社會交換論及使用與滿足理論為基礎，結合獎勵形式與習慣迴路機制的觀點，探討臉書直播主具有哪些個人特質以及其互動模式如何去吸引閱聽人的目光。 資料收集的建構以專書、學術研究及相關網路資料等次級資料為主，並針對臉書直播主進行觀察研究。研究結果顯示，直播主的個人特質會吸引不同的群體收看，而直播主個人的直播特色，則會加深閱聽人的知覺印象；此外，直播主與閱聽人之間的互動會隨著直播類型有所改變。

The rapid development of the Internet and the popularity of mobile devices have made the relationship between the public and the Internet inextricably linked. With the continuous advancement of live broadcast technology, the content of live broadcasts has become increasingly diverse. The live broadcast trend swept the world, driving the rise of the net red economy, and at the same time leading the prosperity of the net red live broadcast, affecting the development trend of the global web live broadcast market. Based on the theory of Hosman's social exchange theory and the theory of use and satisfaction, this study combines the perspectives of reward form and customary loop mechanism to explore the personal characteristics of Facebook's live broadcast and how its interactive mode can attract the audience's attention. The construction of data collection is based on secondary materials such as special books, academic research and related network materials, and is subject to observation and research on Facebook live broadcasters. The research results show that the personal characteristics of the live broadcast will attract different groups to watch, and the live feature of the live broadcast individual will deepen the perceived impression of the listener; in addition, the interaction between the live broadcast and the listener will follow the type of live broadcast.