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| Title: | 直播平台的機制設計：從微基礎觀點探討用戶與主播的價值共創
Mechanism Design in Live Streaming Platforms: Examining the User-streamer Value Co-creation from a Microfoundation Perspective |
| Authors: | 黃炳全
Wong, Bing-Quan |
| Contributors: | 張欣綠
Chang, Hsin-Lu
黃炳全
Wong, Bing-Quan |
| Keywords: | 直播平台
機制設計
微觀基礎
價值共創
Live Streaming Platform
Mechanism Design
Microfoundation
Co-creation Value |
| Date: | 2025 |
| Issue Date: | 2025-08-04 13:49:48 (UTC+8) |
| Abstract: | 隨著直播平台逐漸發展成多元且高度互動的生態系，理解平台、用戶與主播之間價值共創的形成機制變得日益重要。本研究採用微觀基礎觀點，探討具影響力的平台機制——如登入獎勵機制、任務導向機制與多樣的社群機制——如何影響用戶與主播間的互動與價值共創行為。透過對台灣兩大直播平台——17Live與LangLive——的觀察與個案分析，本研究揭示了宏觀層次與微觀層次互動之間的關聯，並進一步指出不同平台在營運策略與機制設計上的差異，如何導致兩個層次上呈現出不同的結果導向。研究發現指出，兩家平台在機制設計上的主要差異可歸納為三個面向：平台黏著力的來源、用戶與主播的分群機制設計，以及雙向的任務系統。這些差異顯著影響了用戶與主播的參與動機、互動強度，以及價值共創的模式，進而在多個層面上形塑了平台各自的營運優勢。
As live streaming platforms evolve toward increasingly diverse and highly interactive ecosystems, understanding the formation of value co-creation among platforms, users, and streamers has become increasingly important. This study adopts a microfoundation perspective to examine how influential platform mechanisms—such as login reward mechanisms, task-based mechanisms, and various community mechanisms—affect the interactions and value co-creation behaviors between users and streamers. Through observation and secondary case analysis of two leading Taiwanese live streaming platforms, 17Live and LangLive, this research uncovers the connections between macro-level and micro-level interactions. It further reveals how differing operational approaches and mechanism designs across platforms can lead to distinct outcome orientations at both levels. The findings indicate that the primary differences in mechanism design between the two platforms can be categorized into three aspects: sources of platform stickiness, user and streamer segmentation mechanism design, and bidirectional task systems. These distinctions significantly influence user and streamer participation motivations, the intensity of their interactions, and patterns of value co-creation—ultimately shaping the platforms’ respective operational advantages across multiple dimensions. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363110 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112363110 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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