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系統識別號 U0002-2006201817315700
中文論文名稱 以行為推理理論探討視訊串流技術應用於線上博弈之採用意願
英文論文名稱 The Use Behavioral Reasoning Theory to Explore Live Streaming Online-Gambling Intention
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士在職專班
系所名稱(英) On-the-Job Graduate Program in Advanced Information Management
學年度 106
學期 2
出版年 107
研究生中文姓名 呂勇輝
研究生英文姓名 Yong-Hui Lu
學號 704630036
學位類別 碩士
語文別 中文
口試日期 2018-06-02
論文頁數 79頁
口試委員 指導教授-吳錦波
委員-吳雅鈴
委員-顧宜錚
委員-吳錦波
中文關鍵字 線上博弈  視訊串流  行為推理理論  創新抵制 
英文關鍵字 Online gambling  media streaming  Behavioral Reasoning Theory  Innovation Resistance 
學科別分類
中文摘要 近年來線上博弈平台應用視訊串流技術產生了串流直播博弈遊戲,獲得線上博弈愛好者的使用與關注並在實際營運中獲得了成功印證。本研究以(Westaby, 2005)所發展之行為推理理論為基礎,並加入了知覺享樂性、便利性、認知安全性、知覺障礙等來探討使用者之實際行為的背後的影響因素。針對台灣地區線上博弈平台使用者調查,透過問卷的形式來蒐集資料。
本研究結果顯示,線上博弈平台使用者著重使用者體驗與感官娛樂性體驗,可隨時隨地的使用與操作便利性對於使用者有一定程度的吸引力。線上博弈平台對於安全性技術採用與所建立的安全性形象必需要有更多的著墨,並且對於企業社會責任的投入參與,多展現對社會的正向回饋,可望降低民眾對於線上博弈平台的知覺障礙門檻。
英文摘要 Recently, online casino combined media streaming technology to create live streaming gambling games, to attract online gambling lovers’ attention and acceptance. There is a positive correlation between online gambling players’ acceptance of live stream gambling games and the revenue of online casino game company. This research is based on the behavior reasoning theory by Westaby in 2005 and to reseach furthermore on the attitude and behavior of the online gambling game players by discussing the following topics: perceived enjoyment, convenience, perceived safety, and barriers. That is based on the questionnaires from online casino users in Taiwan as the empirical data.
The result of this research demonstrated that online gambling platform users tend to consider perceived enjoyment, and convenience of the games as the more attracting factors of all. The need for advance security technology adaption, and creating positive public image with enterprise social responsibility can potentially decrease general public's negative perception toward online gambling platform in which may overcome the barriers.
論文目次 目 次

目 次 III
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第二章 文獻探討 8
第一節 視訊串流的技術發展 8
第二節 線上博弈之技術應用 10
第三節 態度與意圖 13
第四節 行為推理理論 15
第五節 知覺享樂性 18
第六節 便利性 20
第七節 認知安全性 22
第八節 創新抵制與知覺障礙 24
第九節 線上博弈的相關研究 27
第三章 研究方法 31
第一節 研究架構 31
第二節 研究假說 32
第三節 操作型定義與衡量問項 35
第四節 資料蒐集 45
第五節 資料分析方法 46
第六節 問卷設計 49
第四章 資料分析與探討 51
第一節 問卷基本資訊與回收 51
第二節 敘述性統計分析 51
第三節 信度與效度分析 54
第四節 假說檢定 57
第五章 結論與建議 64
第一節 結論 64
第二節 研究限制 68
第三節 管理實務上的建議 69
參考文獻 72

表目錄

表3-1 信念與價值觀量表 37
表3-2 採用態度量表 38
表3-3 採用意圖量表 39
表3-4 知覺享樂性量表 40
表3-5 便利性量表 41
表3-6 認知安全性量表 42
表3-7 知覺障礙量表 43
表4-1 敘述性統計樣本分佈(性別、年齡區間、學歷、行業別) 53
表4-2 敘述性統計樣本分佈(使用線上博弈平台的經驗、使用線上博弈平台的載具) 54
表4-3 各構面題項因素負荷量分析表 55
表4-4 潛在構面之平均變異數萃取量(AVE)、組合信度(CR)和Cronbach’s α 56
表4-5 相關距陣與平均變異抽取量之平方根表 57
表4-6 模型路徑檢定表(Bootstrapping n = 2000) 59
表4-7 本研究假說檢定結果 60

圖目錄

圖1-1 2017Q1 akamai全球網路流量使用分析表 2
圖1-2 直播服務收看類型分析圖表 3
圖1-3 全球線上博弈市場分析 2009 to 2018 4
圖1-4 老子有錢網站視訊博弈遊戲示意圖 6
圖2-1 視訊串流服務基本架構 9
圖2-2 電子程序模擬賭桌遊戲示意圖 11
圖2-3 視訊串流技術應用於線上博弈之架構概念圖 12
圖2-4 視訊串流技術應用於線上博弈示意圖 13
圖2-5 行為推理理論結構模型圖 17
圖3-1 研究架構與假說示意圖 31
圖4-1 本研究之路徑關係圖 58
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