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| Title: | 影響直播主收入因素之研究
The Determinations of Live Streamers’ Revenues |
| Authors: | 葉冠義 |
| Contributors: | 于卓民
別蓮蒂
葉冠義 |
| Keywords: | 直播主打賞收入
粉絲經濟
擬社會互動
平台策略
混合研究方法
Streamer tipping income
fan economy
parasocial interaction
platform strategy
mixed-methods research |
| Date: | 2024 |
| Issue Date: | 2024-09-04 16:39:57 (UTC+8) |
| Abstract: | 隨著直播平台的迅速崛起，直播主在新興的粉絲經濟生態系統中扮演著舉足輕重的角色。然而，現有文獻對影響直播主收入的多維度因素研究實屬不足。本研究旨在系統性探討影響直播主收入的多元因素，包括三大面向的影響因素：首先是直播主個人特質，其次是直播主的行為因素，最後則是平台的管理制度，以填補現有研究缺口並為平台運營提供實證依據。
本研究採用混合研究方法，探討影響直播主收入的多維度因素。量化分析涵蓋215名直播主，輔以5名資深直播主的深度訪談。研究發現直播主的個人特質、努力程度及平台政策對打賞收入有顯著正向影響。
研究亦揭示了直播主間互相打賞行為對收入增長的積極作用，反映了直播主相互支持為收入增長的無形推手。受訪直播主強調了競合 (Coopetition)的概念，闡明除了與粉絲建立擬社會互動關係 (Parasocial Interaction, PSI)外，直播主尚需與其他直播主建立良性的社交網路，以實現合作共贏。
本研究豐富了粉絲經濟和PSI理論，為直播平台提供了優化運營的實證依據。未來研究可延伸直播產業的發展趨勢，從泛娛樂直播擴展到社群電商的帶貨直播，探討直播主透過互動產生的情感依戀是否會在帶貨直播中重現。另外，隨著AI技術的演進，未來亦可應用在識別潛力直播主方面。期盼更多學者投入此一活潑有趣的新興研究領域，共同為直播產業的健康發展出一份力。
With the rapid rise of live streaming platforms, streamers play a crucial role in
the emerging fan economy ecosystem. However, existing literature lacks
comprehensive research on the multidimensional factors affecting streamers' income.
This study aims to systematically explore the diverse factors influencing streamers'
income, including three main aspects: first, the streamer's personal characteristics;
second, the streamer's behavioral factors; and finally, the platform's management
system. This research seeks to fill the current research gap and provide empirical
evidence for platform operations.
This study employs a mixed-method approach to investigate the multidimensional
factors affecting streamers' income. Quantitative analysis covers 215 streamers,
supplemented by in-depth interviews with 5 experienced streamers. The research finds
that streamers' personal characteristics, effort level, and platform policies have
significant positive effects on tipping income.
The study also reveals the positive impact of mutual tipping behavior among
streamers on income growth, reflecting how streamers' mutual support acts as an
intangible driver for income increase. Interviewed streamers emphasized the concept of
coopetition, explaining that in addition to establishing parasocial interaction (PSI)
relationships with fans, streamers also need to build positive social networks with other
streamers to achieve win-win cooperation.
This research enriches fan economy and PSI theories, providing empirical
evidence for live streaming platforms to optimize operations. Future research could
extend to the development trends of the live streaming industry, expanding from
general entertainment streaming to social e-commerce live streaming, exploring
whether the emotional attachment generated through interaction in entertainment
streaming will be replicated in e-commerce live streaming. Additionally,, with the
evolution of AI technology, future applications could include identifying potential
talented streamers. It is hoped that more scholars will engage in this lively and
interesting emerging research field, jointly contributing to the healthy development of
the live streaming industry. |
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| Description: | 博士
國立政治大學
產業博士學位學程(DBA學位學程)
109355502 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109355502 |
| Data Type: | thesis |
| Appears in Collections: | [產業博士學位學程(DBA學位學程)] 學位論文
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