隨著網路科技的發展，人類的生活將會越來越多元，創新的網路服務也相繼而出，例如早期的網路部落客、YouTuber，一直到本研究要探討的網路直播，都是內容提供者透過網際網路來散佈線上內容，提供使用者觀看。近年來網路直播的崛起，世界各地直播頻道如雨後春筍般冒出，觀眾只要有裝置透過網路，便可以輕鬆觀看直播頻道，然而各類型的頻道比比皆是，觀眾又會如何選擇直播頻道並持續收看，即為本研究要探討的主題。
首先，本研究透過訪談直播主，整理出直播主認為他本身經營的直播頻道特性及對於直播服務的看法。接著設計研究架構，本研究基於資訊系統成功模式，根據訪談過後得知的網路直播特性將系統品質、內容品質及服務品質構面調整為對於直播系統的衡量構面，再加上動機、感知價值及原有的使用者滿意度，來衡量觀眾收看直播頻道的持續使用意圖。
最後，本研究進行線上問卷發放，資料結果顯示除了系統品質對於感知價值沒有顯著的影響，及不同的動機對於感知價值也有不同的影響外，其餘的構面都會直接或間接的對觀眾持續觀看意圖有影響；另外，本研究也發現在不同類型的直播頻道上，觀眾也會有不同的觀看動機，並影響其感知價值。

關鍵字：網路直播、資訊系統成功模式、動機、感知價值、使用者滿意度、持續使用意圖

With the rise of live streams, live channels grow very rapidly to become an important information channel. The audience can easily watch the live stream they prefer. However, how audience chooses live channels and continue to watching this channels are problems that worth investigation.
This study use in-depth interviews with live streamers to find their views on how live channels can be successful. A research model is then designed based on the information system success model. According to the characteristics identified from the interview, the constructs of system quality, information quality, and service quality were defined. Then, other constructs such as motivation, perceived value, user satisfaction were added to interpret the continuous intention to use.
In order to evaluate our model, an online experiment that includes four different types of live streaming channels was conducted. The result indicates that (1) system quality had no significant impact on the perceived value, (2) different motivations have different effects on perceived value, and (3) perceived value affects user satisfaction, and they both have significant effects on the continuous intention. Furthermore, we also find that the match between audience’s motivation and channel types affected their perceived value.

Keywords：live streaming, IS success model, user motivation, perceived value, user satisfaction, continuous intention

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章、 緒論 1
第一節、 研究背景 1
第二節、 研究動機與研究目的 2
第三節、 研究流程 4
第二章、 文獻探討 5
第一節、 直播(Live Stream) 5
第二節、 資訊系統成功模式(IS Success Model) 10
第三節、 動機(Motivation) 12
第四節、 感知價值(Perceived Value) 14
第五節、 持續使用意圖(Continuance Intention) 16
第六節、 娛樂性(Enjoyment) 17
第七節、 互動性(Interactivity) 18
第三章、 研究方法 21
第一節、 研究設計 21
第二節、 個案研究 21
第三節、 研究模型 23
第四節、 研究假說 24
第五節、 操作型定義 29
第四章、 深度訪談分析 36
第一節、 訪談內容 36
第二節、 訪談內容分析與探討 42
第五章、 問卷分析與調查 44
第一節、 前測分析 44
第二節、 正式樣本基本資料敘述 45
第三節、 衡量模型 47
第四節、 結構模型及假說認證 56
第六章、 研究結論 63
第一節、 研究結論及討論 63
第二節、 理論及實務意涵 67
第三節、 研究限制及未來方向 68
參考文獻 69
附錄一 網路正式問卷 77
附錄二 前測結果分析 82

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