隨著科技的進步，網路直播平台成為一種新的影音傳播媒介。有別於圖文部落格、論壇等其他網站，網路直播平台具備即時互動、交流的特性。由於直播平台近年來才漸趨熱門，相關研究不多，因此本研究欲探討會影響使用意圖及贊助實況主意願的因素，並以目前在台灣使用人數最多的直播網站Twitch為代表。
　　本研究以科技接受模式為基礎，並結合沉浸理論，另外因應直播平台特性加入知覺互動性、知覺娛樂性、知覺風險構面衡量。
　　本研究以問卷調查法進行，使用SPSS統計軟體進行分析。研究結果顯示知覺有用性、知覺娛樂性、知覺互動性、沉浸經驗對使用意圖有正向影響；沉浸經驗、使用意圖對贊助意願有正向影響；而知覺風險則與使用意圖、贊助意願呈現負向關係。最後本研究根據分析結果對於網路直播平台提出實務建議。

　　With advances in technology, live broadcast websites have become a new media platform. Compared to other websites like blog or Bulletin Board System, live broadcast possesses this unique feature of immediate interaction with the users. Watching live broadcasting has becoming more and more popular these years, and there isn’t much research on this topic. Therefore, this study attempts to understand user’s behavior intention towards live broadcast websites, and Twitch TV is taken for example.
　　This research is based on the technology acceptance model(TAM), and combined with flow theory to discuss the issue. Factors such as perceived interactivity, perceived playfulness, and perceived risk are added in the structure.
　　The data is collected by online questionnaires, and data analysis is conducted via SPSS statistical software. The results indicate that perceived usefulness, perceived playfulness, perceived interactivity, and flow experience all have significant positive effects on use intention; flow experience and use intention have significant positive effects on purchase intention; perceived risk has significant negative effects on both use intention and purchase intention. Implications about live broadcast websites are provided in the last paragraph.

英文文獻:
Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 351-370.
Chou, T.-J., & Ting, C.-C. (2003). The role of flow experience in cyber-game addiction. CyberPsychology & Behavior, 6(6), 663-675.
Cox, D. F. (1967). Risk taking and information handling in consumer behavior.
Csikszentmihalyi, M. (1975). Play and intrinsic rewards. Journal of humanistic psychology.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science, 35(8), 982-1003.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace1. Journal of applied social psychology, 22(14), 1111-1132.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
Fishbein, M. (1975). i Ajzen, I.(1975). Belief, Attitude, Intention, and Behaviour: An Introduction to Theory and Research: Addison-Wesley.
Gann, R. (1999). Every second counts. Computing, 28, 38-40.
Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimal flow in human—computer interaction. The Journal of psychology, 128(4), 381-391.
Gillenson, M. L., & Sherrell, D. L. (2002). Enticing online consumers: an extended technology acceptance perspective. Information & management, 39(8), 705-719.
Ha, L., & James, E. L. (1998). Interactivity reexamined: A baseline analysis of early business web sites. Journal of Broadcasting & Electronic Media, 42(4), 457-474.
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7): Pearson Upper Saddle River, NJ.
Hinkin, T. R. (1998). A brief tutorial on the development of measures for use in survey questionnaires. Organizational research methods, 1(1), 104-121.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 50-68.
Hsu, C.-L., & Lu, H.-P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & management, 41(7), 853-868.
Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. Paper presented at the SV-Proceedings of the third annual conference of the association for consumer research.
Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an internet store: a cross‐cultural validation. Journal of Computer‐Mediated Communication, 5(2), 0-0.
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
Koh, J., Kim, Y.-G., & Kim, Y.-G. (2003). Sense of virtual community: A conceptual framework and empirical validation. International Journal of Electronic Commerce, 8(2), 75-94.
Lin, C. S., Wu, S., & Tsai, R. J. (2005). Integrating perceived playfulness into expectation-confirmation model for web portal context. Information & management, 42(5), 683-693.
McCorkle, D. E. (1990). The role of perceived risk in mail order catalog shopping. Journal of Direct Marketing, 4(4), 26-35.
Moon, J.-W., & Kim, Y.-G. (2001). Extending the TAM for a World-Wide-Web context. Information & management, 38(4), 217-230.
Morris, M., & Ogan, C. (1996). The Internet as mass medium. Journal of Computer‐Mediated Communication, 1(4), 0-0.
Novak, T. P., & Hoffman, D. L. (1997). Measuring the flow experience among web users. Interval Research Corporation, 31.
Nunnally, J. C. (1967). Psychometric theory.
Nysveen, H., Pedersen, P. E., & Thorbjørnsen, H. (2005). Intentions to use mobile services: Antecedents and cross-service comparisons. Journal of the academy of marketing science, 33(3), 330-346.
Rafaeli, S. (1988). From new media to communication. Sage annual review of communication research: Advancing communication science, 16, 110-134.
Richard, J. L. (1991). The role of attitude theory in marketing. Perspectives in consumer behavior (Glenview, IL: Scott, Foresman and Co.).
Richmond, A. (1996). Enticing online shoppers to buy—a human behavior study. Computer Networks and ISDN Systems, 28(7-11), 1469-1480.
Swaminathan, V., Lepkowska‐White, E., & Rao, B. P. (1999). Browsers or buyers in cyberspace? An investigation of factors influencing electronic exchange. Journal of Computer‐Mediated Communication, 5(2), 0-0.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: a study in a retail environment. Journal of retailing, 75(1), 77-105.
Taylor, J. W. (1974). The role of risk in consumer behavior. The Journal of Marketing, 54-60.
Webster, J., Trevino, L. K., & Ryan, L. (1994). The dimensionality and correlates of flow in human-computer interactions. Computers in human behavior, 9(4), 411-426.
Wellman, B., Salaff, J., Dimitrova, D., Garton, L., Gulia, M., & Haythornthwaite, C. (1996). Computer networks as social networks: Collaborative work, telework, and virtual community. Annual review of sociology, 22(1), 213-238.
Wiener, N. (1948). Cybernetics: Control and communication in the animal and the machine: Wiley New York.
World Economic Forum(2016). Global Information Technology Report 2016:
Innovating in the Digital Economy. Geneva: World Economic Forum and
INSEAD.
Wu, J.-H., Wang, S.-C., & Lin, L.-M. (2007). Mobile computing acceptance factors in the healthcare industry: A structural equation model. International journal of medical informatics, 76(1), 66-77.

中文文獻:
創市際市場研究顧問公司(2017)。2016年台灣網路使用概況回顧。創市際雙週刊，80。
國家發展委員會(2016)。105 年個人家戶數位機會調查報告。臺北：國家發展委員會。
翁逸姝(2016)。臺灣網友收看網路直播行為調查分析。臺北：資策會 FIND。
蔡佶良 (民104年7月)。獨樂樂不如眾樂樂？玩家的遊戲實況是否能激起觀看者的遊玩意圖。中華傳播學會年研討會
張慧娟(民105年6月30日)。網路直播產業分析。Bpaper品牌好報，42。取自: http://www.bpaper.org.tw/
曾靉 (民106年1月26日)。1,600萬台灣人都在看！Twitch營運長Kevin Lin談遊戲直播的下一個未來。Meet創業新聞。取自: https://meet.bnext.com.tw/
游佳璇(民105年10月19日)。顛覆實況產業！Twitch新系統Cheer將掀新一波搶錢熱。大數聚。取自: http://group.dailyview.tw/
王渝薇(2010)。玩線上遊戲是計畫行為嗎? 以沉浸經驗延伸計畫行為理論。中央大學資訊管理學系學位論文, 1-72。
吳肇銘(1999)。影響網站使用意向之因素研究-以入門網站為例。未出版碩士論文，國立中央大學資訊管理研究所，桃園。
沈芝帆(2008)。線上遊戲商城道具付費意願之探討。未出版碩士論文，東吳大學資訊管理研究所，台北。
周正偉(2010)。以沉浸理論與科技接受模式探討網路購物之消費者行為。
邱哲安(2005)。網路沈浸體驗之再探討-主題涉入與互動涉入之影響。國立中央大學圖書館。
洪新原，梁定澎&張嘉銘(2005)。科技接受模式之彙總研究。資訊管理學報, 12(4), 211-234。
許麗玲，何晉滄&黃文楷(2008)。探討 Blog 使用者持續採用行為之研究-以期望確認理論為基礎。資訊管理學報，15(4)，1-26。
郭亭君(2009)。以信任觀點探討部落格使用者分享意圖之研究。
陳威珞(2012)。Justin TV 網路影音直播平台使用行為研究。陳威珞。
喻國明，何健&葉子。(2016)。平台型媒體的生成路徑與發展戰略——基於 Web3. 0 邏輯視角的分析與考察。新聞與寫作(4)，19-23。
彭尹(2017)。網路影音直播網站媒體特性與持續使用意圖之研究: 以 Twitch. tv 為例。
馮炫竣(2000)。消費者使用電子銀行之行為研究--以 ATM，電話銀行及網路銀行為例。元智大學管理研究所學位論文，1-120。
黃兆震(2001)。網路購物意願之研究─ 以電腦通訊產品為例。
黃昆山(2012)。以沉浸理論探討臉書遊戲商品購買意願。中央大學資訊管理學系學位論文，1-78。
黃俊英(1999)。行銷研究: 管理與技術。台北市: 華泰書局。
黃瓊慧&周倩(1999)。從沈浸 (flow) 理論探討台灣大專學生之網路使用行為。
董維&黃凱斌(2007)。數位內容創新通路之購買意願研究-以" GotoWatch" 寬頻影音網站爲例。管理實務與理論研究, 1(1)，74-100。
歐勁麟(2012)。以科技接受模式探討智慧型手機購買之行為意圖-以 iPhone 手機為例。
賴明弘&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。
賴姝妤，楊筱琳，洪慧慈，何思穎，曾郁庭&鍾林安(2011)。朝陽科技大學學生使用信用卡調查報告。