| Summary: | 碩士 === 國立中央大學 === 企業管理學系 === 107 === Due to the popularity of mobile devices and 4G in recent years, the live streaming platform has emerged, and the entire broadcast industry has been flourishing for the next decade. In addition to the number of broadcasters and viewers of several well-known live streaming platforms, such as 17.live and Twitch, many Internet giants (Amazon, Facebok) have also entered the broadcast market. According to related reports, analysts estimated that the Chinese broadcast market in 2020 may grow from 15 billion dollar in 2017 to 60 billion dollar or even higher. Therefore, “broadcast industry” is a trend in the next few years, and the broadcast market in the Chinese region is a topic worth exploring.
The purpose of this study is to explore: "What is the relationship between the motivation of the viewers and the relationship between the broadcasters and viewers, and the use of tangible rewards and intangible rewards as adjustment variables, trying to understand whether the rewards will lead to changes in the relationship?" And this study survey the viewers in Taiwan and China, structural equation model and multi-group comparative analysis were used for the study.
This study will be divided into two parts. The first part is to explore whether the motivation of the viewers will affect the establishment of viewer-broadcaster relationship (included Instrumental Ties, Expressive ties, Mixed ties); the second part is discuss whether tangible rewards and intangible rewards have an adjustment effect between motivations and viewer-broadcaster relationship. The results show that tangible rewards have a regulating effect on "Instrinsic motivation and Mixed ties", "Extrinsic motivation and Expressive ties"; intangible rewards have a regulating effect on "Extrinsic motivation and Instrumental ties, Expressive ties".
The contribution of this research is divided into four parts. First, it is expected to bring about a theoretical framework and empirical research for the rapid development of the broadcast industry. Second, the broadcast industry in the Chinese region is developing rapidly. Therefore, this study uses the Relationship theory of Chinese society to measure the relationship between the viewers and the broadcasters in the Chinese region.Third, the study is the first to use the self-determination theory to explore the motivation of the viewer to watch the live broadcast, and how to influence its relationship with the broadcaster. Fourth, the study uses rewards to adjustment variables and explore its adjustment effect on motivation and relationship. At present, the gap in the adjustment effect of related literature is rewarded.
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