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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 謝明慧 | |
dc.contributor.author | Ting-An Chen | en |
dc.contributor.author | 陳亭安 | zh_TW |
dc.date.accessioned | 2021-06-16T09:21:07Z | - |
dc.date.available | 2022-08-25 | |
dc.date.copyright | 2017-08-25 | |
dc.date.issued | 2017 | |
dc.date.submitted | 2017-06-30 | |
dc.identifier.citation | 英文部分:
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/59347 | - |
dc.description.abstract | 隨著行動裝置與4G網路普及、技術門檻降低,影音網路串流服務的穩定度上升,從2015年開始掀起網路直播熱潮,其中遊戲直播平台發展較早,已有較完整的商業生態系統,從僅是提供直播主與直播觀眾服務的平台,變成巨大的平台網絡,但現有研究對遊戲直播平台的平台網絡並無深入研究。同時,平台價值常以網絡效應來解釋,可是多侷限於網絡規模,Afuah(2013)雖提供網絡結構、網絡管控以及基本條件的架構,但無實務案例佐證。因此本研究挑選三個市場的遊戲直播平台為個案企業,以網絡效應為觀點,探討平台的價值創造與捕獲。
本研究採用質性個案研究法,選取麥卡貝網路電視、斗魚直播與Twitch作為研究案例進行多重個案分析,透過相關資料收集與訪談,先描繪出各遊戲直播平台的發展歷程,建構其平台網絡,再分析各價值活動的價值創造、價值捕獲以及網絡效應因素,也探討環境脈絡對價值活動的影響,最後則進行跨案例分析,了解個案企業的異同點,進而得出研究結論。 研究顯示,遊戲直播平台的價值創造是基於網絡規模,但平台使用者的互動、直播內容的獨特性、平台管控的程度以及價值分配的主導者,都會對平台網絡的價值創造與捕獲產生影響。而在網絡效應影響因素層面,研究者也發現平台生態系統的價值創造雖以網絡規模作為基礎,但網絡結構與管控也具極大的影響力,且這些因素是相互影響,即使平台依據相同的網絡效應因素制定策略,結果因環境脈絡而有所不同,進而受到其他網絡效應因素的影響,最後發展為不同的策略方向。 | zh_TW |
dc.description.abstract | With the booming development of 4G Internet, streaming device and video streaming service, live webcast blew up and became future trend from 2015. Gaming Live Streaming Platform is more mature than any other streaming platform, and already established the complete business ecosystem while there isn’t recent study about its’ platform network and value. Network effect is applied to explain platform value, but limited to size hypothesis. Although Afuah(2013) provided a theoretical framework of network structure, conduct and basic conditions, there wasn’t practical case to support. Thus, the study selects three Gaming Live Streaming Platform as cases to explore value creation and capture of platform from network effect view.
The research method of the study is by means of multiple case study. The researcher chooses camerabay.tv, Douyu and Twitch as the objects of analysis. Through data collection and interview, the development and platform network of the cases are described. From analyzing value creation, value capture and of case value activities, the researcher examines the influence of network effect factors and environment factors, discussing similarities and differences of three cases to come to the conclusion. The results show that the value creation of Gaming Live Streaming Platform is based on network size. However, value creation and capture of platform network are also influenced by the interaction of platform users, the uniqueness of streaming content, the level of platform conduct and the controller of value distribution. Furthermore, the researcher finds that value creation of platform ecosystem is highly influenced by the interaction of network structure and conduct. While the platform strategies were based on the same network effect factor, the development of the platforms would be different because of distinct context. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T09:21:07Z (GMT). No. of bitstreams: 1 ntu-106-R04724012-1.pdf: 2284787 bytes, checksum: 76f7f807bd9a96d999b59192363f0b9d (MD5) Previous issue date: 2017 | en |
dc.description.tableofcontents | 目錄
誌謝 i 中文摘要 ii Abstract iii 目錄 v 圖目錄 vi 表目錄 vii 第一章、緒論 1 第一節、 研究背景與動機 1 第二節、 研究目的與題目 5 第二章、文獻回顧 6 第一節、 平台 6 第二節、 價值創造與網絡效應 14 第三章、研究方法 25 第一節、質性研究 25 第二節、研究流程 29 第四章、個案描述 34 第一節、麥卡貝網路電視 34 第二節、斗魚直播 47 第三節、Twitch 58 第五章、個案分析 73 第一節、麥卡貝網路電視 73 第二節、斗魚直播 82 第三節、Twitch 94 第四節、跨個案比較 105 第六章、研究結論與建議 116 第一節、研究發現 116 第二節、管理意涵 121 第三節、研究限制 124 第四節、未來研究建議 125 第七章、參考文獻 126 | |
dc.language.iso | zh-TW | |
dc.title | 以網絡效應觀點探討平台之價值創造與捕獲—以遊戲直播平台為例 | zh_TW |
dc.title | The Perspective of Network Effect on Value Creation and
Capture of Platform — Cases of Gaming Live Streaming Platform | en |
dc.type | Thesis | |
dc.date.schoolyear | 105-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳俊忠,孔令傑 | |
dc.subject.keyword | 平台,價值創造,價值捕獲,遊戲直播平台,網絡效應, | zh_TW |
dc.subject.keyword | Platform,Value Creation,Value Capture,Gaming Live Streaming Platform,Network Effect, | en |
dc.relation.page | 136 | |
dc.identifier.doi | 10.6342/NTU201701217 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2017-06-30 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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