彈幕功能品質與社群忠誠度之關係─社會臨場感及玩興之中介效果

Abstract

隨著近年群眾對於影音平臺的需求與發展愈漸火熱，本研究將透過「彈幕訊息」這一相對新穎的訊息媒介來分析現今的影音社群狀態，藉由使用與滿足理論的論述框架，具體分析彈幕功能的品質會如何透過社會臨場感以及玩興之效果中介，來提升對該影音平臺以及相關虛擬社群的忠誠度。本研究以臺灣地區具備動畫影音平臺使用及彈幕功能閱聽經驗者為對象，並且以動畫收視主要年齡層，位於15歲至29歲區間之青少年為主。本研究採網路問卷調查法，透過便利取樣方式進行各研究變項調查，正式施測階段有效研究樣本數為306人，生理女性共50人（16.3％），生理男性共256人（83.7％）。平均年齡為23.64歲，標準差為5.14，年齡區間位於13至56歲。本研究透過描述性統計、信效度分析、結構方程模式(Structural Equation Modeling，SEM)等分析方法驗證本研究假設。本研究發現，彈幕功能的品質提升確實能透過社會臨場感及玩興變項的中介對社群忠誠度帶來正向影響，增加對觀影平臺之認同感與正面態度，並且玩興之中介效果相較更為顯著，尤其觀眾可透過彈幕功能帶來的娛樂性提升愉悅感，進而將此轉化為對觀影平臺的忠誠度和使用意願。藉此研究結果可以更具體明白彈幕此一訊息媒介在閱聽者間造成的情境效果，並證實了彈幕功能在影音產業中拓展應用的商業價值及可行性。

With the increasing demand and development of audiovisual platforms in recent years, this study aims to analyze the current state of audiovisual communities through the relatively novel medium of"bullet screen." Employing the theoretical framework of Uses and Gratifications Theory, this research specifically examines how the quality of bullet screen functionality can enhance loyalty to the audiovisual platform and related virtual communities through the mediation of social presence and playfulness effects. The study targets individuals in Taiwan who have experience using animation audiovisual platforms and bullet screen features, focusing primarily on adolescents aged 15 to 29, the maingroup for animation viewership. Utilizing an online survey method with convenience sampling, the study gathered data from 306 participants during the formal testing phase, including 50 females (16.3%) and 256 males (83.7%). The average age was 23.64 years old with a standard deviation of 5.14, ranging from 13 to 56 years old. Descriptive statistics, reliability and validity analysis, and Structural Equation Modeling (SEM) were employed to verify the study hypothesis. The findings indicate that improving the quality of bullet screen functionality indeed positively influences community loyalty through the mediating variables of social presence and playfulness, fostering a stronger sense of identification and positive attitudes toward the viewing platform, with playfulness demonstrating a more significant mediating effect. These findings provide a clearer understanding of the situational effects of bullet screen as a messaging medium among viewers, confirming their commercial value and feasibility for expanded applications in the audiovisual industry.