探討社會臨場感與愉悅感對直播主黏著度之影響

Exploring the Influence of Social Presence and Pleasure on the Stickiness of Streamer

隨著5G 上網趨勢，軟硬體的技術進化，影音直播更是各大網路巨頭看準的未來的商業趨勢，對消費者而言比起電視節目網路直播跨越了時空地域的限制更具互動空間，直播不只是一個媒體，更是一個當今民眾的休閒娛樂的方式，直播經濟也造就了不少網紅形成網紅經濟。本研究旨在探討使用網路直播的社會臨場感與愉悅感，經由文獻探討建構出社會臨場感四大構面（共存感程度、情緒表達程度、達意程度、凝聚力的程度）以及愉悅感的三大構面（涉入程度、正面情緒程度、需求與滿意程度）並以網路方式發放問卷共回收100 份有效問卷，再以SPSS 進行資料分析，根據資料分析結果發現，本研究之研究假設均成立，也就是社會臨場感與愉悅感會影響閱聽眾對直播主的黏著度。

With the trend of 5G Internet access, and technological advancements in software and hardware, live stream has become a future business trend that major Internet giants are looking for in the interactive space. Live stream is not only a media, but also a way of leisure and entertainment for today's people. The live stream economy has also created many Internet celebrities to form an Internet celebrity economy. The purpose of this study is to explore the social presence and pleasure of live webcasting, and construct four dimensions of social presence (degree of coexistence, degree of emotional expression, degree of expressiveness, and degree of cohesion) and three dimensions of pleasure through literature review. A total of 100 valid questionnaires were recovered by distributing questionnaires on the Internet in a large-scale (involvement degree, positive emotion degree, demand and satisfaction degree), and then data analysis was carried out with SPSS. According to the data analysis results, it was found that the research hypotheses of this study were all significant, that is, the sense of social presence and pleasure will affect the audience's stickiness to the live streamers.