The Study of Subscription and Donation in Online Game Streaming: The Perspective of Uses & Gratifications Theory.

• Main Authors: HSIEH, TSUNG-CHE, 謝宗哲
• Other Authors: CHUANG, YU-WEI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/863da6

碩士 === 靜宜大學 === 資訊管理學系 === 106 === In 2012, the Taiwan representative team (TPA) won the "League of Legends" championship in the United States. According to the estimation of the game platform in 2015, the users of League of Legends are between six million to seven million approximately in Taiwan. With the advancing of e-sports, the media for e-sports also has changed. The game broadcast is originated from TV live show, and then with tech-support in streaming media, e-sports live broadcasting websites are now having a high speed of development. Compared with past media, live streaming has the characteristic of real-time multiplayer interactivity in particular. Twitch and YouTube Gaming have become the most popular online game broadcast platforms. This study is based on the uses and gratifications theory and reorganized the literatures of uses and gratifications theory to construct a research model to describe the behavior in online game streaming platforms. To build a more comprehensive model, attitude and belonging is added in the model to serve as the mediated factors. Moreover, the behavioral factors are divided into different variables, such as subscription and donation. The research subjects of this study are users who have experiences in watching online streaming. Through survey to collect data, this research received 1272 effective responses. Descriptive statistic and path analysis were analyzed by SPSS 17 and SmartPLS 2.0. The research results of this study are summarized as follows: (1) Social interaction, social presence, passing time, enjoyment, escapism, information seeking and self-presentation have positive effects on belonging. (2) Social interaction, social presence, passing time, enjoyment, escapism and information seeking have positive effects on attitude and self-representation has no positive influence on attitudes. The plausible reason is the Taiwan's troll culture, and users are afraid to show too much self-information in the Internet. (3) Attitude has positive effects on watching time and following stream. (4) Belonging has positive effects on subscription and donation. The full-time streamers are increasing. According to the research result, the belonging has positive and significant effects on subscription and donation. As long as the streamers can build a long term relationship with users, the subscription and donation will be continuous increased. This research hope that the research results have some contribution to future game streaming research.