電玩直播主之粉絲滿意度與黏著度關鍵影響因素之研究

A Study of Fans’Satisfaction and Stickiness toward Video Game Live Streamers

在電玩直播產業中，許多電玩直播經營者往往將其經營重心放在吸引新的觀眾，強調直播訂閱的成長率，並提供各種互動來吸引粉絲前來參與觀看電玩直播活動，而忽略了粉絲所考量的其他有形與無形價值及粉絲黏著度的維繫。事實上，對於電玩直播產業而言，粉絲的滿意及黏著度的維繫實有其必要性。
本研究想要了解電玩直播主的網紅形象、粉絲對於直播主的形象與知覺價值是否為粉絲滿意和粉絲黏著度之關鍵因子。本研究將針對曾參與電玩直播服務的觀眾做為研究對象，對於研究對象進行網路問卷的施測，主要以結構方程式模式（Structural Equation Modeling, SEM）為主要資料分析方法，並以Lisrel 作為資料分析工具，研究結論與發現描述如下：
1. 滿意度的掌握是電玩直播產業成功的關鍵。
2. 直播主網紅形象與知覺價值缺一不可，知覺價值是粉絲黏著度的重要基石。

In the video game Live-Stream industry, most operators tend to focus their business on attracting new viewers, emphasizing the growth rate of Live-Stream subscriptions, and providing various interactions to attract fans to watch video game Live-Stream activities, while ignoring other tangible and intangible values considered by fans, as well as the maintenance of fans’stickiness. In fact, for the video game Live-Stream industry, fans’satisfaction and maintenance of stickiness are indeed necessary.
This study aims to understand whether the cyber celebrity image of the video game Live-Stream and the perceived value of fans (customers) to the Live-Streamer are the key factors for fans’satisfaction and fans’stickiness. This study will take the audience who have participated in the video game Live-Stream services as the research object, and conduct an online questionnaire test for the research object. The Structural Equation Modeling (SEM) will be the major analysis method and Lisrel is used to analyze our collected data. The research conclusions and findings are described as follows:
1. The mastery of fans’satisfaction is the key to the success of the video game Live-Stream industry.
2. Live-Streamer’s image and perceived value are indispensable. In addition, perceived value is the most important key factor on fans’stickiness.