喚醒理論:直播情境下的送禮情形

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Title:	喚醒理論:直播情境下的送禮情形
Other Titles:	Arousal Theory: Gift Giving in Live Streaming Context
Authors:	莊程傑 CHUANG, CHENG-CHIEH
Contributors:	孫旻暐 SUEN, MEIN-WOEI 心理學系
Keywords:	喚醒理論;送禮;直播;戳;性騷擾 arousal theory;gifting;live streaming;poke;sexual harassment
Date:	2023
Issue Date:	2023-11-22
Abstract:	直播間的互動，主播與觀眾有時會使用性騷擾字眼為互動方式，直播過程有時會出現「擦邊球」之類的行為，穿著較為暴露的直播主，使用性騷擾較重的字眼聊天的觀眾，在這樣的情境下是否會出現捐獻禮物增加的情形，主要是這篇研究想要了解的現象。因此假設觀眾跟觀眾的互動可以，促進高度喚醒水準，增加捐獻付費禮物行為。喚醒理論中，直播情境帶給觀眾刺激變項，（一）主播暴露程度，（二）表情符號，（三）性騷擾字句和（四）戳數。以促進（五）禮物贈送行為。經過一個月的直播觀察研究，擷取30分鐘內的直播間聊天室所有文字都整理為逐字稿，列出性騷擾句數（主播、觀眾）、禮物（免費、付費），戳數，來做為直播間互動行為與捐獻相關行為之依據。因近年來使用線上觀察直播行為的研究較少，故本研究做為一個這領域的前驅性研究（Prospective study）。研究結果指出，主播暴露有無對於送禮（免費、付費）行為無關，發現新追蹤人數、戳數、性騷擾句數（觀眾、主播）與免費禮物的顯著正相關，但在上述變項迴歸分析中無任何顯著關係。其他研究指出，平日、假日送禮行為沒有差別，粉絲團觀眾送禮方面，在送禮排行榜上，討論指出真正會送禮的觀眾只佔整個直播平台20%，且應再拉長觀察時間，才能完整抽樣直播間資訊，應針對願意送禮觀眾進行深入訪談，了解觀眾人口變項以及送禮背後原因。 The study explores the interaction dynamics within live streaming platforms, where at times, sexually suggestive language is employed between broadcasters and their audience. Instances of boundary-pushing behavior, such as streamers donning revealing attire and engaging in explicit conversations laden with innuendos, can arise during live streams. Such scenarios might lead to an upsurge in gift donations, a phenomenon under scrutiny in this research. The underlying hypothesis postulates that interactions among viewers can trigger heightened arousal levels, subsequently augmenting the propensity to donate and purchase gifts. Rooted in arousal theory, the live streaming milieu introduces stimulating variables to viewers: (1) the broadcaster's exposure level, (2) emoticons, (3) sexually suggestive expressions, and (4) click counts. These factors collectively intend to encourage (5) gifting behavior.A month-long observational study of live streaming was conducted, during which the entirety of text exchanges within 30-minute intervals in chat rooms was transcribed verbatim. Recordings encompassed sexually suggestive sentences (originating from both broadcasters and the audience), counts of gifts (comprising both complimentary and paid offerings), and click rates. These data constituted the foundation for delving into interactive patterns within live streaming rooms and their interplay with gift-related conduct. Given the scarcity of recent research on online observational behavior in live streaming, this study stands as a pioneering effort in this domain.Research findings challenge the notion that the broadcaster's degree of exposure influences gift-giving tendencies (whether free or paid). While a positive correlation was observed between the frequency of new followers, click counts, sexually suggestive expressions (emanating from both the audience and broadcasters), and instances of free gift distribution, no statistically significant relationships emerged in the regression analysis of these variables. Conversely, prior research suggests that weekdays and holidays yield similar patterns of gift-giving behavior. Discussions surrounding fan groups indicate that only roughly 20% of viewers across the entire live streaming platform actually engage in gift giving. To enhance the comprehensiveness of insights from live streaming rooms, a prolonged observation period is recommended. In-depth interviews with willing gift-giving viewers would yield insights into their demographic characteristics and motivations for engaging in such behavior.
Appears in Collections:	[Department of Psychology] Theses & dissertations

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