| 研究生: |
涂騰睿 Rahat Boontunjeen |
|---|---|
| 論文名稱: |
Roles of Social Identity and Presence on Donation Intentions in Video Game Streaming: The IT Affordances Perspective Roles of Social Identity and Presence on Donation Intentions in Video Game Streaming: The IT Affordances Perspective |
| 指導教授: |
林彣珊
Lin, Wen-Shan |
| 學位類別: |
碩士 Master |
| 系所名稱: |
管理學院 - 國際經營管理研究所 Institute of International Management |
| 論文出版年: | 2022 |
| 畢業學年度: | 110 |
| 語文別: | 英文 |
| 論文頁數: | 51 |
| 外文關鍵詞: | IT affordances, Video game streaming, Social identity, Social presence, Donation intention |
| 相關次數: | 點閱:70 下載:6 |
| 分享至: |
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Video game streaming has exponential grow and draw a million of viewers and streamer all around the globe. A lot of people prefer to watch other people playing game instead of playing it by them self. Besides, some of viewers also donated money. Money donation are important interactive behavior in video game streaming. This study develops a research model that investigate the donation intentions of viewers in video game streaming. Based on IT affordances which prior studies had investigated in live streaming commerce and expands into video game streaming context. Specifically, this study focuses on IT affordances (including visibility affordance, metavocing affordance, social connecting affordance) which contribute to the development of viewers social identity and perceive of presence, which subsequently lead to donation intentions. This study examines by empirical study in co-operate with streamer to deploy survey in the streaming channel (N=674). Using structural modeling, this study reveals that IT affordance have significant impact on both presence and social identity of viewers and positive associated to viewers donation intentions. The result not only benefit to the scholar in investigate in game streaming, but also assists practitioners in developing better game streaming platform and to streamers who can increasing their revenue.
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