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    Title: 以擬社會互動探討Facebook直播的傳播效果
    Exploring the Communication Effect of Live-streaming on Facebook with the Parasocial Interaction Theory
    Authors: 彭俞蓉
    Peng, Yu-Jung
    Contributors: 郭貞
    彭俞蓉
    Peng, Yu-Jung
    Keywords: Facebook直播
    自我揭露
    社會臨場感
    產品涉入度
    傳播效果
    擬社會互動
    Date: 2019
    Issue Date: 2019-05-02 14:48:50 (UTC+8)
    Abstract: 本研究以自我揭露有無及社會臨場感高低,探討Facebook直播不同呈現方式對於對直播的態度、對直播主的態度和購買意願之差異,並納入感知擬社會互動作為中介變項,而產品涉入度則作為調節變項。透過實驗法使參與者瀏覽不同呈現方式的Facebook直播,以2(自我揭露:有vs.無) x 2(社會臨場感:高vs.低)發展四個實驗情境。

    研究結果顯示:自我揭露有無對於擬社會互動的影響會有顯著差異,而擬社會互動對於對直播的態度、對直播主的態度和購買意願亦皆有所影響,擬社會互動會完全中介自我揭露有無對對直播的態度、對直播主的態度之路徑,同時部分中介自我揭露有無對於購買意願之影響,產品涉入度僅對擬社會互動和購買意願間的關係具有調節效果,社會臨場感高低對於擬社會互動、對直播的態度、對直播主的態度和購買意願則沒有顯著影響,並以此研究結果作為Facebook直播未來操作發展上的建議。
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    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    105464042
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105464042
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.COMM.011.2019.F05
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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