電競直播觀賞行為的感知價值與持續意願：推拉理論觀點

Abstract

除了電影之外，在線上最受歡迎的消費性視頻當屬電競直播頻道，且近年來電競評道的觀看率已超過電視節目、新聞與傳統體育節目。但是，目前與觀看電競相關的研究仍然有限，這可能是因為電競市場的歷史很短有關。因此，本研究的目的是探討推拉力因素、感知價值及持續觀看電競直播意願之間的關係。此外，過去的研究指出，美國在全球電競收入中佔了可觀的金額。因此，本研究藉由Amazon Mechanical Turk平台對來自美國的參與者進行線上問卷調查。總共收集了600份問卷，在刪除無效資料後，剩下492份有效問卷，包含281名男性參加者（57.1%）與211名女性參加者（42.9%）。本研究使用結構方程模型的驗證性因素分析對數據進行統計分析。結果顯示：推力與拉力等二個動機因素與實際行為有關，可見受其感知價值和持續意願的中介影響。具體來說，推力與拉力等二個動機與感知價值和持續意願呈正相關，而感知價值也與觀看電競直播的持續意願呈正相關。此外，結果還顯示持續意願與參與者的實際行為也呈正相關。總之，根據本研究的結果來討論理論與實踐貢獻以及後續的研究方向。The most popular video consumption online right after movie watching is eSports video game competition. eSports has already surpassed TV shows, news, and traditional sports. However, the number of studies related to eSports viewership is limited, which could be because the history of the eSport market is short. Thus, the purpose of this study was to determine eSport live stream viewers’ push and pull motivation by discovering the connection among the push and pull motivations, with perceived value, continuance intention and viewers’ actual behavior of watching eSport live streams. In addition, past studies have pointed out that the United States accounted for a significant amount of world’s eSports revenue. Therefore, this study conducted an online questionnaire survey through the Amazon Mechanical Turk online platform of eSport live stream viewers from the United States. A total of 600 questionnaires were collected, and after the elimination of invalid responses, 492 valid questionnaires were used. The gender of the participants were 281 males (57.1%) and 211 females (42.9%). The retrieved data were tested using confirmatory factor analysis with structural equation modeling. The results suggested that the push and pull motivations were associated with actual behavior, mediated by their perceived value and continuance intention. Specifically, the push and pull motivations were positively related to both perceived value and continuance intention, while perceived value was also positively related to continuance intention to watch eSport live streams. In addition, the results also indicated that continuance intention was positively related to participants’ actual behavior. In conclusion, theoretical and practical implications, and future studies are discussed according to the findings of this study.