近年來，網路直播盛行，直播送禮平台如雨後春筍般創立而創造出所謂的網紅經濟。本研究目的是透過使用與滿足理論為基礎來探索直播內容如何提升使用者的觀看意願，藉由網路問卷調查法於107年2月17號至107年3月13號發放並回收230份有效問卷，經迴歸分析後發現，「網路成癮宅」及「社交障礙宅」兩種人格特質對「休閒娛樂」、「互動表演」、「各式活動」及「主題資訊」構面下的部分直播內容有觀看意願的影響。此研究結果可以提供直播主及相關企業做為內容製作及行銷廣告投放之決策參考。
In recent years, live webcasts have become popular and live webcast gifting platforms have sprung up to create the so-called internet celebrity economy. The purpose of this study is to explore the content that drive up the willingness to view “Live Broadcast” through the Uses and Gratifications theory. The study is based on effective responses through the online survey from 2018-02-17~03-13, followed with 230 set of effective questionnaires. Analyzed with regression analysis, the relationship between personalities of “Internet Addiction” and “Social Communication Disturbance”, with “casual entertainment”, “interactive performance”, “various activities” and “subject focused information” are significant. The results of this study can provide live broadcaster and companies as decision about content creation and marketing advertisements judgement.
