隨著資訊科技的進步和媒體的蓬勃發展，電玩遊戲與遊戲實況日益興盛。在電玩遊戲中，具有挑戰的電玩遊戲是刺激、令人振奮並帶來娛樂的，其中刺激的情節能令玩家更集中注意力在遊戲上。而在遊戲實況中，即時串流與互動是遊戲實況的獨特性，使觀眾能夠即時與實況主播和其他參與者互動，影響遊戲實況的過程並和他人一同創作其內容，於是當觀眾參與遊戲實況時會感覺身歷其境，因此本研究欲藉由觀眾對遊戲實況的感知挑戰分析其是否會增加觀眾的注意力、實況內容的吸引力及觀眾的感知娛樂，並更深入的研究是否會對持續觀看意願、社群追蹤意願和贊助意願造成影響。然而過度的使用媒體引起了對疲勞議題的關注，因此本研究亦加入疲勞作為調節變數，探討其是否會降低感知挑戰對觀眾的注意力、實況內容的吸引力及觀眾的感知娛樂的影響。
本研究透過問卷調查進行資料的蒐集，並使用結構方程模型探討不同變數之間的關聯性並驗證研究模型與假說。研究結果顯示感知挑戰會增加觀眾的注意力、實況內容的吸引力和觀眾的感知娛樂，且吸引力及感知娛樂皆會增加觀眾的行為意願，而疲勞部分顯示會負向調節感知挑戰對注意力的影響。此研究結果有助於更全面地了解影響與遊戲實況領域相關行為意願的因素，並拓展了對疲勞的討論與理解，為遊戲實況產業提供內容規劃和觀眾經驗優化的參考依據，協助設計更完善的內容與經營策略。

With advances in information technology, video game live streaming has grown in popularity. Challenging gameplay enhances player concentration by offering excitement and stimulation. In live streaming, real-time interaction allows viewers to engage with streamers and co-create content, fostering a sense of immersion and presence.
This study aims to investigate whether perceived challenge in video game live streaming enhances viewers' concentration, content attractiveness, and perceived entertainment. It further examines whether these factors influence behavioral intentions, including continuous watching intention, community following intention, and sponsor intention. Given the growing concerns about fatigue caused by excessive media use, this study also introduces fatigue as a moderating variable to explore whether it weakens the effects of perceived challenge on viewers' concentration, content attractiveness, and perceived entertainment.
Using structural equation modeling to examine the relationships among variables and validate the proposed research model and hypotheses. The findings indicate that perceived challenge positively influences viewers' concentration, content attractiveness, and perceived entertainment. In turn, both content attractiveness and perceived entertainment positively affect viewers' behavioral intentions, while fatigue negatively moderates the relationship between perceived challenge and viewers' concentration.
This study contributes to a more comprehensive understanding of the factors influencing behavioral intentions in the context of video game live streaming. It also expands the discourse on media fatigue and offers practical implications for content planning and audience experience optimization in the video game live streaming industry, aiding in the design of more effective content and management strategies.

財團法人資訊工業策進會(2023)。從「薩爾達傳說–王國之淚」來觀察遊戲實況產業生態(中)–台灣遊戲實況主及實況類型。https://www.find.org.tw/index/indus_trend/browse/d96162ed19c68224ee416bc428751e08/
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