English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88866/118573 (75%)
Visitors : 23568438      Online Users : 188
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/119173


    Title: 直播平台對網紅管理機制探討
    A Case Study on the Managed Mechanisms of Live Streaming Platform for Internet Celebrity
    Authors: 夏子淇
    Hsia, Tzu-Chi
    Contributors: 邱奕嘉
    Chiu, I-Chia
    夏子淇
    Hsia, Tzu-Chi
    Keywords: 直播
    直播平台
    網紅
    激勵理論
    動機作用理論
    Live streaming
    Live streaming platform
    Internet celebrity
    Motivation theory
    The Porter-Lawler model
    Date: 2018
    Issue Date: 2018-08-02 16:35:45 (UTC+8)
    Abstract: 因網路與科技的快速發展,幾乎人人都能輕鬆的以文字、相片甚至是影片製作想傳遞的內容,並藉由網路快速地散播出去,讓內容能被更多的人看到,創造人氣,導致網紅的誕生,有公司看見此一機會建立直播平台,藉由直播讓喜歡網紅的粉絲能夠透過贈送虛擬禮物增進與網紅關係,創造一波新的高收入行業。在這之中,直播平台會提供網紅多種獎勵機制,藉以提高他們獲得的禮物,增加平台收益。本研究透過文獻回顧,發現許多研究指出網紅對粉絲的吸引力、並提出影響觀眾觀看直播的因素,但針對直播公司影響網紅的研究仍少,本研究針對此缺口,欲了解直播平台如何透過獎勵制度對網紅進行激勵,採用Porter and Lawler (1968)的動機作用理論作為獎勵機制的分析架構,對獎勵機制拆解分析,並探討各作用如何影響網紅。本研究選取浪live直播以及MeMe直播作為研究對象,透過質性研究,深入了解與分析此兩平台提供給網紅的獎勵機制,並瞭解其如何影響網紅。本研究的主要結論為直播平台的獎勵制度中,固定機制滿足的是直播中較基礎的需求,平台活動則會藉由增加吸引力以及預期獲得獎勵機率,對主播努力程度影響較強。且直播平台利用網路的快速連結,可以增加預期獎勵的正確性,減少獎勵制度中的不滿意現象,提高整體機制的吸引力。加上直播有數據易於測量的特性,能提高期望努力後獲得獎勵的機率,進而使個體更加努力。
    The rapid development of Internet and technology let people make text, photos and even video easily and spread it out quickly through the Internet to make the content visible to more people and become popularity. Those who made popular content start to have fans and become internet celebrity. Some company perceive the opportunity and establish live streaming platform. By live streaming, fans who like internet celebrity can enhance their relationship with internet celebrity by giving gifts, creating a new way to make money. Platform companies provide a variety of mechanisms for internet celebrity in order to increase the gift they receive, and thus increase platform revenue. Through literature review, this study finds that many studies point out the attraction of internet celebrity to fans and the factors that affect audiences' behavior of watching live streaming. However, there are still few studies on the factors affecting live broadcasters (internet celebrity). This study adopts the integrated motivation model of Porter and Lawler's (1968) as an analysis framework to disassembling and analyzing the reward mechanism and exploring how each part affects internet celebrity. This study selected Lang live and MeMe live as research objects, analyze the mechanism provided by these two platforms and understand how it affects internet celebrity.
    The main conclusion of this study is that in the reward system of the live streaming platform, the fixed mechanism satisfies the basic needs in the live broadcast, and the platform activities will have a stronger influence on the effort by increasing the value of reward and perceived effort-reword probability. And the live streaming platform uses the fast link of the network to increase the correctness of the expected rewards, reduce the dissatisfaction in the reward system, and improve the attractiveness of the overall mechanism. In addition, the live streaming has the characteristics that the data is easy to measure, which can increase the perceived effort-reword probability and thus make the individual work harder.
    Reference: 一、 英文部分
    Adams, J. S. (1965). Inequity in social exchange Advances in experimental social psychology (Vol. 2, pp. 267-299): Elsevier.
    Alderfer, C. P. (1972). Existence, relatedness, and growth: Human needs in organizational settings. New York, NY, US: Free Press.
    Armstrong, M. (2006). Competition in two‐sided markets. The RAND Journal of Economics, 37(3), 668-691.
    Atkinson, J. W. (1964). An introduction to motivation. Oxford, England: Van Nostrand.
    Bonchek, M., & Choudary, S. P. (2013). Three elements of a successful platform strategy. Harvard Business Review, 92(1-2).
    Boudreau, K. J., & Hagiu, A. (2008). Platform rules: Multi-sided platforms as regulators. Platforms, markets and innovation, 1, 163-191.
    Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.
    Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard Business Review, 84(10), 92.
    Erman, B., & Zhao, Z. J. (2011). Quantifying QoS benefits in the aggregation network for internet video services. Bell Labs Technical Journal, 16(2), 63-77.
    Evans, D. S., & Schmalensee, R. (2007). Catalyst code: the strategies behind the world's most dynamic companies: Harvard Business School Press.
    Gawer, A., & Cusumano, M. A. (2002). Platform leadership: How Intel, Microsoft, and Cisco drive industry innovation (Vol. 5): Harvard Business School Press Boston.
    Hagiu, A. (2007). Merchant or two-sided platform? Review of Network Economics, 6(2).
    Herzberg, F. M., & Snyderman, B. B. (1959). The Motivation to Work. New York: John Wily & Son.
    Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 50-68.
    Jones, M. R. (1954). Nebraska symposium on motivation. Lincoln, NE, US: University of Nebraska Press.
    Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry (Vol. 75): Sage.
    MacGregor, D. (1960). The human side of enterprise (Vol. 21): New York.
    Maslow, A. H. (1943). A theory of human motivation. Psychological review, 50(4), 370.
    Novak, T. P., & Hoffman, D. L. (1997). Measuring the flow experience among web users. Interval Research Corporation, 31(1), 1-35.
    Porter, L. W., & Lawler, E. E. (1968). Managerial attitudes and performance: Homewood, Ill., R.D. Irwin.
    Ricoeur, P. (1981). Hermeneutics and the human sciences: Essays on language, action and interpretation: Cambridge university press.
    Rochet, J. C., & Tirole, J. (2003). Platform competition in two‐sided markets. Journal of the european economic association, 1(4), 990-1029.
    Skinner, B. F., & Psychologue, E.-U. (1972). Beyond freedom and dignity: Springer.
    Thomas, J. (1991). Rare species conservation: case studies of European butterflies. The scientific management of temperate communities for conservation, 149-197.
    Van Alstyne, M. W., Parker, G. G., & Choudary, S. P. (2016). Pipelines, platforms, and the new rules of strategy. Harvard Business Review, 94(4), 54-62.
    Voss, B. L. (2000). The Invisible Continent: Four Strategic Imperatives of the New Economy. Journal of Business Strategy, 21(6), 45-45.
    Vroom, V. H. (1964). Work and motivation. Oxford, England: Wiley.
    Walker, R. (1985). Applied qualitative research: Gower Pub Co.
    Wheelwright, S. C., & Clark, K. B. (1992). Creating project plans to focus product development: Harvard Business School Pub.
    Yin, R. K. (2003). Case study research: Design and methods . (Vol. 23): Sage.
    Yu, J., Ha, I., Choi, M., & Rho, J. (2005). Extending the TAM for a t-commerce. Information & Management, 42(7), 965-976. doi:https://doi.org/10.1016/j.im.2004.11.001
    Zhu, F., & Furr, N. (2016). Products to platforms: Making the leap. Harvard Business Review, 94(4), 72-78.

    二、 中文部分
    尹許可, 王肖華, 與 龔佃選. (2017). 淺析網紅經濟的運營與發展. 現代商業(1), 248-249.
    王衛兵. (2016). 網紅經濟的生成邏輯, 倫理反思及規範引導. 求實(8), 43-49.
    以太資本. (2016). 網紅經濟學. 北京市: 人民郵電出版社.
    吳美連. (2005). 人力資源管理理論與實務, : 台北: 智勝文化事業有限公司.
    呂禮詩. (2007). 壽險從業人員激勵模式與工作滿意度之關聯性研究. 朝陽科技大學企業管理系碩士論文 (未出版).
    張璐. (2016). 從消費者心理看 「無內容」 的網絡直播的火爆. 現代商業(29), 170-171.
    林正修, 黃良治, 蘇琨發, 與鄭永忠. (2004). 流通業人力資源與實務. 台中市: 滄海書局.
    俞文釗. (1993). 管理心理學. 台北: 五南圖書公司.
    鄭文聰. (2016). 「網紅 3.0」 時代的特徵及受眾心理. 新媒體研究(6), 14-15.
    袁國寶, 與謝利明. (2016). 網紅經濟:移動互聯網時代的千億紅利市場. 台北市: 商周出版.
    張緯良. (2006). 人力資源管理: 本土觀點與實踐 (三版 ed.): 前程文化.
    張瓊玲, 蕭全政, 張孟湧, 李衍儒, 廖鎮文, 與羅毓澤. (2010). 公務部門人力考評, 激勵, 陞遷制度評析及改善建議. 台北市: 財團法人國家政策研究基金會
    曹文瑜, 林政坤, 與楊惠貞. (2009). 影響網路直播持續收看意圖相關因素之研究. [Investigate the Factors of Continuous Viewing Intention on Webcasting]. 企業管理學報(81), 107-129.
    曹曉芳. (2016). 粉絲經濟下網紅的商業模式發展. 商(23), 147-147.
    許士軍. (1996). 定性研究在管理研究上的重要性. 中原學報, 24(2), 1-3.
    陳威如, 與余卓軒. (2013). 平台革命: 席捲全球社交, 購物, 遊戲, 媒體的商業模式創新: 商周出版.
    蔡曉璐. (2016). 網紅 「與文化產業新業態——三問」 網紅經濟. 藝術評論(7), 10-18.
    蕭瑞麟. (2007). 不用數字的研究: 鍛鍊深度思考力的質性研究: 臺灣培生教育出版.
    賴明弘, 與張峻維. (2016). 網路影音直播平台的使用者行為探討: 從知曉到持續使用. 中科大學報, 3(1), 31-47.
    羅湘晴. (2010). 激勵理論應用的探討. 未出版之碩士論文. 實踐大學企業管理學系. 臺北市.
    Merriam, S. B., 與顏寧. (2011). 質性研究: 設計與施作指南. 台北, 五南圖書出版股份有限公司.
    Rober B. Bown, 與Harvey, D. F. (2002). 人力資源管理: 臺北: 智勝.





    三、 網路資料
    王小紅.(2018), 報告| 最全乾貨!《互動視頻行業年度報告》全文來啦,請注意查收!。最後上網日期107年7月11日, Retrieved from http://www.zhaihehe.com/?/news_detail/1800
    高若珊,尼爾森媒體研究月刊November (2017), 最後上網日期107年6月14日。Retrieved from http://www.taaa.org.tw/uploads/editors/news_list/411331428.pdf
    何佩珊 (2016),台灣直播平台大點兵,最後上網日期107年6月14日。 Retrieved from https://www.bnext.com.tw/article/41959/live-platforms-in-taiwan
    何佩珊(2017),5年時間打造獨角獸,現在他只用一個月就讓投資人掏出8億元,陪他再闖另一片紅海,最後上網日期107年6月14日, Retrieved from https://www.bnext.com.tw/article/42784/mystery-unicorn-creator-now-go-for-livestreaming
    吳元熙(2018/3/1),玩家每月打賞逾9千元,浪LIVE如何從「養粉」、「電競直播」策略衝破億營收,最後上網日期107年6月14日, Retrieved from https://www.bnext.com.tw/article/48339/live-streaming-app-langlive-said-their-arppu-is-9-thousand-ntdollars
    •林子鈞. (2018), 十大主播一年狂撈一億台幣,全台最大手機直播平台浪 Live 公開用戶數據,最後上網日期107年6月14日, Retrieved from https://buzzorange.com/techorange/2018/03/21/lang-live/
    林薏茹(2018), 直播商機夯 浪LIVE月營收破億 第3季揮軍日本、泰國,最後上網日期107年6月14日, Retrieved from https://news.cnyes.com/news/id/4051296
    邱立玲(2016), 在美掛牌四天就倉皇下市 黃立成的17直播到底怎麼了?,最後上網日期107年6月14日, Retrieved from https://tw.news.yahoo.com/%E5%9C%A8%E7%BE%8E%E4%B8%8A%E5%B8%82%E5%9B%9B%E5%A4%A9%E5%B0%B1%E5%80%89%E7%9A%87%E4%B8%8B%E5%B8%82-%E9%BB%83%E7%AB%8B%E6%88%90%E7%9A%8417%E7%9B%B4%E6%92%AD%E5%88%B0%E5%BA%95%E6%80%8E%E9%BA%BC%E4%BA%86-102155706.html
    唐子晴 (2018), 直播平台明星養成計畫——繼Uplive Girls後,浪Live要培養自家「綜藝咖」,最後上網日期107年6月14日, Retrieved from https://www.bnext.com.tw/article/48864/live-streaming-app--create-superstar
    徐靖亞, 宣雲兒, 朱曉華, & 吳雪瑩. (2016), 2016中國電商紅人大數據報告,最後上網日期107年7月11日,Retrieved from http://www.cbndata.com/report/69?isReading=report&page=41
    翁書婷 (2015), 網路直播超展開,大吸眼球,最後上網日期107年6月10日, Retrieved from https://www.bnext.com.tw/article/35911/BN-2015-04-09-153234-36
    詹子晴(2018), 直播平台明星養成計畫——繼Uplive Girls後,浪Live要培養自家「綜藝咖」,最後上網日期107年4月20日, Retrieved from https://www.bnext.com.tw/article/48864/live-streaming-app--create-superstar
    admin. (2018), 網絡直播的發展歷程,最後上網日期107年6月14日, Retrieved from https://www.xuehua.us/2018/06/03/%E7%BD%91%E7%BB%9C%E7%9B%B4%E6%92%AD%E7%9A%84%E5%8F%91%E5%B1%95%E5%8E%86%E7%A8%8B/
    PlayMusic編輯部(2018), 安心亞、邱宇辰正式成為MeMe直播獵星大使 開挖明日之星,最後上網日期107年6月14日, Retrieved from http://www.playmusic.tw/column_info.php?id=11072&type=news
    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    105364114
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105364114
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.TIIPM.010.2018.F08
    Appears in Collections:[科技管理與智慧財產研究所] 學位論文

    Files in This Item:

    File SizeFormat
    411401.pdf1945KbAdobe PDF0View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback