公益直播的社會支持意圖：擬社會互動的直播情境與觀眾心理機制

The Effect of Parasocial Interaction on Social Support Intention During Charity Streaming: Situational and Psychological Mechanisms

直播電商市場成長迅速，近年來結合慈善主題販售商品的公益直播逐漸興起，成為電商平台和直播主響應愛心活動的新興管道。本研究經由兩個實驗，探討公益直播中，擬社會互動如何影響觀眾提供社會支持（關注、購買和捐款）的意圖，並瞭解直播情境因素和觀眾心理機制的調節作用。實驗一發現擬社會互動和受害者可識別性會影響觀眾的社會支持意圖，且在高受害者可識別性情境下，低寂寞感在擬社會互動對於關注意圖上有較強的影響。實驗二再度驗證擬社會互動的作用，並發現懷舊會影響觀眾的社會支持意圖，而在懷舊情境中，高寂寞感則只會加強擬社會互動對於購買公益商品意圖的影響。本研究結果擴展直播的研究面向，並提供實務上的建議。

Live streaming commerce that enables viewers to watch real-time video, synchronously communicate with the streamers, and make purchases without having to leave the platform has witnessed explosive growth in recent years. Its design and business model have also opened up a new venue to raise money for charities. Building upon the parasocial interaction perspective, this study explored how situational cues and psychological mechanisms of the charity streaming affected viewers’intention to provide social support (like, purchase, and donate). Two experiments were conducted. Experiment 1 found that viewers who perceived higher parasocial interaction with the streamers and were exposed to identifiable victims content had higher intentions to provide three types of social support. For viewers who scored low in loneliness and were exposed to the high identifiable victims condition, the relationship between parasocial interaction and intention to like the streamer is significantly stronger than in the low identifiable victims condition. Experiment 2 also found higher parasocial interaction resulted in higher social support intentions. In addition, viewers who were exposed to the nostalgia condition had higher intentions to provide three types of social support than those in the non-nostalgia condition. For viewers who scored high in loneliness and were exposed to the nostalgia condition, the relationship between parasocial interaction and purchase intention is significantly stronger than in the non-nostalgia condition. This study expands the scope of research on live streaming and theoretical and practical implications are also discussed.