發(fā)布時間：2018-01-13 05:10

  本文關鍵詞：基于期望確認模型的游戲直播平臺觀眾持續(xù)使用研究　出處：《北京外國語大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 游戲直播平臺 期望確認模型 持續(xù)使用

【摘要】：隨著電子競技的普及和流媒體技術的發(fā)展、成熟,游戲直播出現(xiàn)在互聯(lián)網(wǎng)。世界第一個視頻游戲的實時流媒體視頻平臺twitch.tv出現(xiàn),直播平臺開始從視頻網(wǎng)站獨立出來,迅速發(fā)展。根據(jù)目前國內(nèi)外研究狀況,關于游戲直播的研究剛剛起步。大部分相關研究在于分析游戲直播觀眾行為,通過不同的研究方法探索影響觀眾觀看游戲直播的動機、原因、影響因素等。我國關于直播平臺的研究還處于定義概念階段,僅有的研究集中于分析電子競技發(fā)展,游戲直播營銷策略和盈利方式等,研究者相對較少,研究相對淺顯。由于我國的直播市場完全不同于國外,在當前的情境下僅僅研究觀眾行為動機還不足夠。通過研究游戲直播平臺觀眾持續(xù)使用的影響因素,來保證游戲直播平臺用戶留存率是另一重要課題。因此本文希望通過如下步驟進行相關研究,彌補現(xiàn)有研究的空白。首先通過大量的文獻閱讀熟悉相關理論研究,了解發(fā)展現(xiàn)狀。然后通過半結構式訪談,了解游戲直播觀眾觀看動機、持續(xù)使用影響因素以及其他影響因素。在兩者基礎上,從文獻和訪談中提取有用變量,以期望確認模型為基礎,將兩者整合構建建立游戲直播平臺觀眾持續(xù)觀看模型,提出本文的基本假設。進而對變量進行定義,在現(xiàn)有期望確認理論基礎上設計測量問項、設計問卷。在文獻綜述、訪談和實證研究基礎上,本研究發(fā)現(xiàn)感知有用性、促成因素對持續(xù)使用意愿有正向影響。同時績效期望、感知有用性對采納行為,期望確認對感知有用性,促成因素對感知娛樂性,感知娛樂性對滿意度均有正向影響,而假設中感知有用性、期望確認對滿意度的正面影響不成立,滿意度對持續(xù)使用意愿的正面影響不成立。本文通過理論分析和實證研究,豐富了游戲直播平臺觀眾持續(xù)使用行為的研究,為采納行為和持續(xù)使用的影響因素的研究提供了實證數(shù)據(jù)支持。
[Abstract]:With the popularity of e-sports and the development of streaming media technology, game live video appeared on the Internet. The world's first video games real-time streaming video platform twitch.tv appeared. According to the current research situation at home and abroad, the research on live game has just started. Most of the related research is to analyze the behavior of live game audience. Through different research methods to explore the motives, reasons, factors and so on, which affect the audience watching live game. The research on live broadcast platform in China is still in the conceptual stage. The only research focuses on the analysis of the development of e-sports, game direct marketing strategies and profit methods, the researchers are relatively few, the research is relatively simple. Because the live broadcast market in China is completely different from foreign countries. In the current situation, it is not enough to study the behavior motivation of the audience. To ensure the user retention rate of live game platform is another important issue. Therefore, this paper hopes to carry out the relevant research through the following steps. First, through a large number of literature reading familiar with the relevant theoretical research, understand the status quo. Then through semi-structured interviews, to understand the game live audience watching motivation. On the basis of the two factors, useful variables were extracted from the literature and interviews, based on the expected confirmation model. The author constructs the model of continuous viewing of live game platform and puts forward the basic hypothesis of this paper. Then the variables are defined and the measurement questions are designed on the basis of the existing expectation confirmation theory. Design questionnaire. Based on literature review, interviews and empirical research, this study found that perceived usefulness, contributing factors have a positive impact on the willingness to continue to use. Meanwhile, performance expectations, perceived usefulness and adoption behavior. Expectation confirmation has a positive effect on perceived usefulness, contributing factors on perceived entertainment and perceived entertainment on satisfaction, while in hypothesis perceived usefulness, expectation confirmation has no positive effect on satisfaction. The positive effect of satisfaction on the intention of sustainable use is not established. Through theoretical analysis and empirical research, this paper enriches the research on the sustainable use behavior of the audience on the live game platform. It provides empirical data for the study of the influencing factors of adoption behavior and sustainable use.
【學位授予單位】：北京外國語大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F49;F713.55

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本文編號：1417590