近幾年直播產業不斷的蓬勃發展，其憑藉即時互動的特色，已逐漸成為年輕世代重要的娛樂與社群參與場域。直播的訂閱與贈禮等獨特的付費機制讓觀眾得以金錢形式支持創作者，同時也是直播主營收的關鍵來源。然而，過往研究多聚焦於探討觀眾的直播觀看動機，對直播中的付費行為背後的動機則著墨有限。
因此，本研究旨在瞭解觀眾分別與直播主及頻道群體的認同，以及其他造成認同感的因素，會如何影響其實際的付費意圖。研究以社會認同理論為主要架構，探討觀眾對於直播主及觀眾群體的經驗及想法如何促成認同感，並進一步影響觀眾訂閱或贈禮的原因。研究採問卷調查法，並運用結構方程模型進行假說的分析驗證。研究結果顯示觀眾的擬社會互動及自我一致性會正向影響對直播主的認同，同時認知共享會正向影響對觀眾群體的認同，而觀眾對直播主及觀眾群體的認同，亦會進一步正向影響其贈禮與訂閱的意圖。期望透過本研究補足直播領域對觀眾付費行為之理解，並為平台及直播主在營運策略與社群經營上提供具體參考。

In recent years, live-streaming has flourished, leveraging real-time interaction to become a primary venue for entertainment and social participation among younger audiences. Distinctive monetization mechanisms, such as paid subscriptions and virtual gifts, allow viewers to financially support content creators and constitute a major source of streamers’ revenue. Prior studies, however, have primarily examined viewers’ motives for watching streams, leaving the drivers of payment behaviors underexplored.
Guided by Social Identity Theory, this study investigates how viewers’ identification with both the streamer and the channel’s audience community, together with antecedents that foster such identification, shapes their intentions to pay. A questionnaire survey was administered, and the proposed hypotheses were tested using structural equation modeling (SEM). The results reveal that parasocial interaction and self-congruity positively influence identification with the streamer, while cognitive communion positively influences identification with the audience community. In turn, identification with both the streamer and the audience community positively affects viewers’ intentions to give virtual gifts and to subscribe. These findings enrich our understanding of paid behavior in live-streaming contexts and offer practical implications for platforms and streamers aiming to refine monetization strategies and community management.

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