FACEBOOK已經是許多人在網際網路中必備的社群軟體之一，本研究在於探討FACEBOOK直播平台沉浸行為之研究，並且對於「社交性」、「娛樂性」、「互動平台」這三個構面是對於直播平台最主要吸引使用者之因素，並且以沉浸理論模式來驗證。研究過程採用Google問卷方式在網路上發放，回收有效問卷樣本為272份。預期研究結果顯示，「社交性」、「娛樂性」、「互動平台」對於沉浸行為均有顯著的影響，研究結果可以提供有關於網路行銷及廣告媒體商在投入行銷預算上作為決策參考。在本研究探討中的相關的理論結果，並可對未來研究者提出後續研究之建議。
Facebook, one of the fastest growing and the most utilize online social media and social networking services, has become one of the most equitable online program or App for smart technology devices, which assisted Facebook users all around the world to communicate without any concerns of their geographical or time difference in mind. Its intuitive features and creative functions achieves the needs for the demand of contemporary world.
Since Facebook’s sociability advantages, entertainment ability, and the characteristics of interactive online multimedia platform, these three phases have driven the multibillion users of social network service provider to procreate the self-broadcasting tool that suit the desire of more vibrant yet user friendly features for its massive users.
This thesis has focused on the three essentials that motivates the users to use the live platform into their daily instant social interaction practices. These three elements are ‘sociability’, ‘entertainment’, ‘and interactive online media` platform’. By using consumer flow behavior, this paper has analyzed and examined how these three phases of concept impact the user significantly to utilize Facebook live platform into their typical living hood practices. This study has conducted online survey to various Facebook users through Google forms. Within the received 272 valid survey, these collective information shares the common denominator that the ‘sociability’, ‘entertainment’, ‘and interactive online media platform’ has influenced deeply into the consumer flew behavior among the Facebook users reached.
Consequently, as the result of this research discovered, is enable to provide valuable referential online marketing resources for multimedia advertisement firms to evaluate all the required budgeting and operational side related strategical engagements. Furthermore, how to utilize this beneficial marketing advantage within this globally used instant social network service platform to enhance the effect that the marketing firm’s ultimately wish to maximize towards their E-commerce approaches. As the reproduction of this effect, this research paper also able to assist by given future research a solid fundamental ground work of how self-broadcasting tool in Facebook and flew behavior could profoundly apply and achieve into the further studies academically as well as in commercial fields.
