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

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【摘要】：隨著電子競技的普及和流媒體技術(shù)的發(fā)展、成熟,游戲直播出現(xiàn)在互聯(lián)網(wǎng)。世界第一個(gè)視頻游戲的實(shí)時(shí)流媒體視頻平臺(tái)twitch.tv出現(xiàn),直播平臺(tái)開始從視頻網(wǎng)站獨(dú)立出來,迅速發(fā)展。根據(jù)目前國內(nèi)外研究狀況,關(guān)于游戲直播的研究剛剛起步。大部分相關(guān)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(dòng)機(jī)、原因、影響因素等。我國關(guān)于直播平臺(tái)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(duì)較少,研究相對(duì)淺顯。由于我國的直播市場完全不同于國外,在當(dāng)前的情境下僅僅研究觀眾行為動(dòng)機(jī)還不足夠。通過研究游戲直播平臺(tái)觀眾持續(xù)使用的影響因素,來保證游戲直播平臺(tái)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(jìn)行相關(guān)研究,彌補(bǔ)現(xiàn)有研究的空白。首先通過大量的文獻(xiàn)閱讀熟悉相關(guān)理論研究,了解發(fā)展現(xiàn)狀。然后通過半結(jié)構(gòu)式訪談,了解游戲直播觀眾觀看動(dòng)機(jī)、持續(xù)使用影響因素以及其他影響因素。在兩者基礎(chǔ)上,從文獻(xiàn)和訪談中提取有用變量,以期望確認(rèn)模型為基礎(chǔ),將兩者整合構(gòu)建建立游戲直播平臺(tái)觀眾持續(xù)觀看模型,提出本文的基本假設(shè)。進(jìn)而對(duì)變量進(jìn)行定義,在現(xiàn)有期望確認(rèn)理論基礎(chǔ)上設(shè)計(jì)測量問項(xiàng)、設(shè)計(jì)問卷。在文獻(xiàn)綜述、訪談和實(shí)證研究基礎(chǔ)上,本研究發(fā)現(xiàn)感知有用性、促成因素對(duì)持續(xù)使用意愿有正向影響。同時(shí)績效期望、感知有用性對(duì)采納行為,期望確認(rèn)對(duì)感知有用性,促成因素對(duì)感知娛樂性,感知娛樂性對(duì)滿意度均有正向影響,而假設(shè)中感知有用性、期望確認(rèn)對(duì)滿意度的正面影響不成立,滿意度對(duì)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(shí)證研究,豐富了游戲直播平臺(tái)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(shí)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(xué)位授予單位】：北京外國語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F49;F713.55

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