直播社群平台捐贈及訂閱行為之探討——以依戀雙元機制為觀點

直播現象已成為社群媒體應用中的主流。雖然受到歡迎，但是目前仍缺乏系統性的研究來了解觀看者的貢獻動機。本研究因此根據依戀理論發展一個整合型架構。此一架構整合了社會認知與效益－限制雙元模式。本研究對直播效應的貢獻在於將前述雙元模式概念化為情感型與計算型依戀，並且根據社會認知理論指出其前置因子與產生結果。具體而言，前置因子包括了自我意識與群體認同，而結果包括了捐贈與訂閱。本研究提出的大多數假說，獲得實證結果支持。前一發現對理論與實務上，具體指出直播如何透過依戀效應來誘發觀看者的動機。

Live-streaming becomes one of the most popular phenomena through the use of online social media. Despite the popularity, a systematic model for understanding viewers’motivation for contribution remains absent. This study seeks to fill this gap by building a model based on attachment theory. As such, we develop a comprehensive model by integrating social cognitive theory with the dual model, which is based on dedication-constraint framework. We contribute to live-streaming behavior by theorizing this framework as emotional attachment and calculative attachment and identifying its antecedents and outcomes from social cognitive theory. Specifically, we conceptualize antecedents as self-awareness and group identity, and outcomes as donation and subscription. The empirical results support most of the proposed hypotheses. These findings provide theoretical and practical insights into how live-streaming can motivate their viewers from the perspective of attachment.