網路直播再觀看意圖：類社會臨場感與社會認同的觀點

Continuance Intention in Watching Live Broadcasting: The Perspectives of Para Social Presence and Social Identity

網路時代來臨，單純文字、圖片或影片，無法完整呈現傳達內容，直播技術成熟後，直播主與觀眾間可以更自由互動。本研究以類社會臨場感與社會認同理論為基礎架構，探討在網路直播的情境下，是否使觀眾更直接、深入地了解直播內容，進而減少觀眾在認知上的誤差，提高持續觀看意圖。本研究以觀看過網路直播者為受測對象，透過問卷調查方式收集樣本，以線性結構方程式檢驗本研究之架構與假說是否成立。研究結果顯示，類社會臨場感中的「理解感」、「正面觀」、「參與感」、「主宰感」能透過觀眾對網路直播主或群體之認同，進而影響持續觀看意圖。直播主規劃直播內容時，要從觀眾的角度思考，滿足需求並持續吸引他們的好奇與參與，以達到網路行銷目的。

With the development and application of the Internet, audiences could only interact with text, pictures, and video. You can’t fully present what you’re trying to convey. Live broadcasting provides a new channel to free interaction between individuals and audiences. Different from traditional media websites, the communication between live broadcasting and audience makes people feel more interactive and humanized. How to make audience get close to the reality through virtual channels, gradually shorten the distance between the live broadcasting and the audience, and thus affect the audience’s positive identification and continuous viewing intention of the live broadcasting are important issues for academics and practices. Therefore, this present research tries to understand the factors that affecting audiences’continuance intentions to watch live broadcasts.
Based on para-social presence and social identity theory as the theoretical framework, the study explores whether the live broadcasting can make the audience understand the live broadcasting content more directly and deeply, so as to reduce the audience’s cognitive errors and improve the audience’s continuous watching intention. The subjects of this study were those who had watched live broadcasting. Samples were collected through questionnaire survey. Structural equation modeling were used to test the validity of the framework and hypothesis of this study. The results of this study showed that the“sense of understanding”,“Positivity”,“involvement”, and“dominance”in para-social presence have positive direct effects on live streamer identity and/or group identity, then influencing continuous watching intentions. Therefore, when live streamers design live broadcasting content, they must think of the perspective of the audience, and meet their demands. The live streamers can continue to attract audiences’curiosity and participation to achieve the goals of Internet marketing.