在科技載體發達的現代，連上網際網路就能開啟現場直播，受惠於電子競技的興起，遊戲直播成為網路媒體的重要市場。直播不單只是娛樂而已，其龐大的眼球吸引力，背後經濟利益十分龐大，對於直播而言，黏著度（或稱網路忠誠度）是一個很重要的議題，直播主必須要讓觀眾願意長時間待在直播的環境中，在累積一定的知名度及粉絲群後才能得到良好的廣告分潤及活動邀約。然而，目前還無法得知在直播過程中，觀眾在意畫面上的那些關鍵資訊，及其是否會影響實際使用行為。
本研究藉由網路爬蟲實際地在直播平台抓取相關資料，並以社會臨場感理論(Social presence theory)及擬社會互動(Para-social interaction)的角度，分別描繪遊戲直播中聊天室交流及直播主互動帶給觀眾的情境體驗，了解哪些因素會影響直播觀眾的黏著度。研究資料選自Twitch平台上League of Legends的直播主，共使用了265個小時的直播樣本，採用文字探勘與多個工具對研究變數進行分析與計算，並配合部分次級資料輔佐，最後進行迴歸分析以及假說檢定。結果發現：(1)直播聊天室內容中負面、興奮及高支配性的言論會提升觀眾黏著度。(2)聊天室中的留言量負向影響觀眾黏著度。(3)當前觀眾數量越多，觀眾黏著度越高。(4)直播主透過麥克風頻繁的說話有助於提升觀眾黏著度。

Live streaming is not just an entertainment but a huge business opportunity. Stickiness, also called e-loyalty, is a key issue for live streamers to be successful. Streamers have to attract enough audience who are willing to stay longer in the live streaming before they can create value from the popularity and fans through advertisement and commercial event invitations. However, not much research has investigated key factors that affects audience stickiness in live streaming.
To bridge the gap, this study uses web crawlers to collect data from live streaming sessions, and uses Social presence theory and Para-social interaction to develop a research model that captures the experience of chat room communication and interaction between streamer and audience. A total of 265 hours of real live steaming sessions on Twitch.com were recorded to empirically evaluate our research model. Text mining and multiple tools were used to extract variable values and statistical methods were used to calculate the effect of these variables on audience stickiness. Major findings include: (1) More negative, intense and highly dominant comments in the chat room can increase the stickiness. (2) The amount of comment in the chat room negatively affects audience stickiness (3) The amount of audience increases audience stickiness, and (4) Streamer's speaking time has a positive effect on audience stickiness.

論文審定書 i
摘要 ii
Abstract iii
誌謝 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 3
第三節 研究目的 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 直播 6
第二節 文字聊天室元素 8
第三節 社會臨場感理論 11
第四節 擬社會互動 13
第五節 黏著度 15
第六節 情緒分析 16
第三章 研究架構與假說 19
第一節 研究變數說明 19
第二節 研究假說 21
第三節 研究模型 26
第四章 研究方法 27
第一節 研究設計 27
第二節 資料來源 27
第三節 資料處理 29
第四節 變數敘述性統計 31
第五節 變數計算方法 32
第六節 變數計算示例 39
第五章 資料分析 43
第一節 分析前處理 43
第二節 研究模型驗證 44
第六章 研究結論 48
第一節 研究發現 48
第二節 研究貢獻 50
第三節 研究限制與未來建議 52
參考文獻 53

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