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中科大學報

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篇名 網路影音直播平台的使用者行為探討:從知曉到持續使用
卷期 3:1
並列篇名 Exploring Usage Behaviors of Webcast Video Platform: From Awareness to Adoption
作者 賴明弘張峻維
頁次 031-048
關鍵字 網路影音直播平台創新決策流程需求動機獎勵形式個案研究Webcast Video PlatformInnovation Decision ProcessNeeds and WantsRewardCase Study
出刊日期 201612

中文摘要

使用直播平台觀賞網路影音檔案已漸漸在網路使用者間形成風潮。太陽花學運中年 輕人透過網路影音直播進行連結整合,以及柯文哲競選台北市市長前後在網路影音直播 平台上的運作,顯示網路影音直播有挑戰目前主流媒體的實力。本研究的觀念性架構以 創新決策過程為基礎,結合需求動機與獎勵形式觀點,探討使用者如何開始使用及為何 持續使用網路影音直播平台。資料收集是透過次級資料如資策會FIND網站資料以及相 關網路直播平台的網路資料以建構二手資料的基礎,接著針對實況主和觀眾進行深度訪 談以形成多元的資料來源。資料分析則是利用多元資料來建構資料三角剖分,並以跨個 案聚類分析法整理後,提出相關命題。研究結果顯示,使用者來自社群網站,因為方便、 開心及現場感、立即性與互動性而被吸引使用網路影音直播平台。這些網路影音直播平 台能滿足不同市場區隔使用者的需求,實況主要滿足的是自尊需求與自我實現需求,而 觀眾要滿足的是社會需求。獎勵可分為物質獎勵和精神獎勵兩種。精神獎勵才是持續使 用網路影音直播平台的主要原因,而物質獎勵則扮演著輔助的角色。

英文摘要

Watching internet video on the webcast video platform has become popular among internet users. Successful usage of internet video webcast in the Sunflower Student Movement and in the following Taipei mayor campaign had presented its capability against current major media. Based on theories from the innovation decision process, needs and wants, and reward forms, this thesis focused on how and why users used the webcast video platforms. The case study conducted in-depth interviews with the support of personal observations. Secondary data were from webcast video portals and the FIND websites. These data were used together to establish data triangulation. Embedded units Analysis was the method for data analysis. The findings showed that users were from on-line communities. Easy and fun to use, with on-the-scene interactions, made it attractive to new users. Publishers satisfied their needs and wants of self-esteem and self-fulfillment during the process of continuous usage, while audiences satisfied their needs and wants of socialization in the process. There were two kinds of reward that can affect continuous usage of the webcast video platform, and spiritual reward plays a more important role than material reward.