直播贈禮動機量表發展與驗證

Creating a Scale to Measure Motivation to Give Gift in Live Streaming

近年來網路線上直播這種新形式社交媒體的快速發展引起許多關注，然而，對於這個領域的實證研究因為概念化不足與缺乏有效的量表而有所侷限，動機的了解是行為研究的基礎工作，本研究旨發展直播贈禮動機的量表。本研究依循量表發展的三步驟：項目生成，理論分析和實證調查分析，得到在線上直播環境中的四個構面：獲得關注、從眾追隨、獲得回饋、支持主播等共12 題問卷題項的直播贈禮動機量表。本研究透過多重特質多重方法矩陣（MTMM）分析，驗證四個贈禮動機的適當性。經四次實證研究，本研究所發展之量表具有高度信效度且可藉由本研究所發展的量表，後續研究者將可輕易地進行各種直播行為研究。

The development of live stream on the Internet as a social media has drawn a lot of attention recently, but empirical study in this area has been limited by lack of conceptualization and effective scales. We aimed to develop a scale of gifting motivation in live streaming, to serve as the basis of further behavioral research. We followed the three steps in scale development: itemization, theoretical analysis and empirical survey analysis, to obtain a 12-item scale to measure gifting motivation in the four dimensions in the live streaming context: getting attention, following the crowd, getting rewards, and supporting the streamer. We used Multitrait-Multimethod Matrix (MTMM) approach to validate the scale. Based on the four empirical surveys, we argue that the proposal measurement scale is appropriate with acceptable reliability and validity for future researches to adopt in behavioral research of live streaming.