游戏直播行业无论从整体收入、市场规模、经济体量、产业链发展等方向来 讲，都已经成为这个时代不可忽视的一种普遍经济现象，行业正处于深度商业化 的进程中。平台用户作为消费者对游戏直播平台的打赏行为，是绝对主要的收入 来源，自 2014 年以来一直占各个平台收入的 85%以上。如何提升游戏直播平台 的品牌价值，提升游戏直播平台的竞争力，在行业内脱颖而出，是每一家游戏直 播平台面临的课题。因此基于消费者视角研究游戏直播平台的品牌价值具有重要 的理论与现实意义。 本文基于 CBBE 模型、多维品牌价值模型、品牌价值引擎模型等基于消费者 视角的成熟模型，明确了影响游戏直播平台品牌价值的影响因素，构建了基于消 费者视角的游戏直播平台品牌价值理论模型，并提出了相关假设。根据成熟量表 设计出游戏直播平台品牌价值测量量表，运用问卷调查的方法，使用 spss25.0 对前测问卷进行探索性因子分析，对问卷问项进行调整，最终对 557 份有效问卷 结果进行分析。使用 AMOS24.0 软件构建了结构方程模型来分析与计算各影响因 素的路径系数，并进行了实证研究，对相应假设进行了验证，本文研究的主要结 论如下： 确定了影响游戏直播平台品牌价值的影响因素，提出并验证了游戏直播平台 品牌价值评价模型，根据路径系数确定关键影响路径，并给出针对性的管理建议。 分析结果显示功能属性与品牌亲和力均能显著的正向影响游戏直播平台的 品牌价值，且有形性——>功能属性——>品牌价值为影响游戏直播平台品牌价 值的关键路径。因此并针对有形性的技术设施、界面设计、弹幕环境、直播内容、 维护更新五个方面提供了对策建议。 论文研究成果丰富了品牌价值的研究内容，研究成果可以为游戏直播平台提 高品牌价值提供理论支持。 关键词：游戏直播平台，品牌价值，消费者，结构方程模型2 Abstract In terms of overall revenue, market size, economic volume, and development of the industrial chain, the business game live broadcast industry has become a universal economic phenomenon that cannot be ignored in this era, and the industry is in the process of deep commercialization. Audience rewards, as the absolute main source of income for game live streaming platforms, have accounted for more than 85% of the entire platform's revenue since 2014. How to enhance the brand value of the game live broadcast platform, enhance the competitiveness of the game live broadcast platform, and stand out in the industry are the issues facing every game live broadcast platform. Therefore, it is of great theoretical and practical significance to study the brand value of game live broadcast platforms from the perspective of consumers. Based on the mature consumer-based models, such as the CBBE model, multi- dimensional brand value model, and brand value engine model, this paper constructs a theoretical model of the brand value of the game live broadcast platform and proposes relevant assumptions. The brand value measurement scale of the game live broadcast platform was designed according to the mature scale, and the questionnaire items were adjusted through the confirmatory factor analysis of the pre-test questionnaire. AMOS24.0 software was used to construct a structural equation model to analyze the influencing factors of the brand value of the game live streaming platform, and an empirical study was conducted to verify the corresponding assumptions. The key impact paths were determined based on the path coefficients, and targeted management recommendations were given. The analysis results show that both the functional attributes and brand affinity can significantly positively affect the brand value of the game live broadcast platform, and tangibility-> functional attributes-> brand value are the key paths affecting the brand value of the game live broadcast platform. Therefore, countermeasures and suggestions are provided for five aspects: tangible technical facilities, interface design, barrage environment, live content, and maintenance and update. The research results of the thesis enrich the research content of brand value, and3 theresearchresults canprovidetheoretical support forthe game livebroadcast platform to increase brand value. Keywords: Game Live Platform，Brand Value ，consumer ，Structural Equation Model4 目录 摘要................................................................................................................................1 Abstract.........................................................................................................................2 1 绪论............................................................................................................................1 1.1 研究背景........................................................................................................1 1.2 研究意义........................................................................................................3 1.2.1 理论意义............................................................................................3 1.2.2 现实意义............................................................................................4 1.3 国内外研究现状............................................................................................4 1.3.1 品牌价值研究现状.............................................................................4 1.3.2 游戏直播平台研究现状....................................................................7 1.3.3 研究现状评述....................................................................................8 1.4 研究内容框架................................................................................................8 1.4.1 研究内容............................................................................................8 1.4.2 研究方法............................................................................................9 1.4.3 技术路线..........................................................................................10 2 相关理论与方法...................................................................................................... 11 2.1 基于消费者的品牌价值评估模型.............................................................. 11 2.1.1 CBBE 模型 ....................................................................................... 11 2.1.2 品牌价值引擎模型..........................................................................12 2.2 结构方程模型..............................................................................................14 2.2.1 结构方程的概念..............................................................................14 2.2.2 结构方程模型的建模步骤..............................................................14 3 基于品牌价值引擎模型的结构模型构建..............................................................16 3.1 游戏直播平台品牌价值影响因素分析......................................................16 3.1.1 功能属性..........................................................................................16 3.1.2 品牌亲和力......................................................................................17 3.2 结构模型构建..............................................................................................18 3.3 研究假设......................................................................................................195 3.3.1 功能属性与品牌价值相关关系......................................................19 3.3.2 品牌亲和力与品牌价值相关关系..................................................20 4 问卷设计与效度检验..............................................................................................21 4.1 问卷设计......................................................................................................21 4.1.1 功能属性..........................................................................................21 4.1.2 品牌亲和力......................................................................................22 4.1.3 品牌价值..........................................................................................24 4.2 问卷效度分析..............................................................................................25 4.3 问卷信度分析..............................................................................................29 5 调查结果分析与假设检验......................................................................................32 5.1 问卷结果描述性统计..................................................................................32 5.2 影响因素验证性因子分析..........................................................................34 5.2.1 功能属性..........................................................................................34 5.2.2 功能亲和力......................................................................................35 5.2.3 品牌价值..........................................................................................37 5.3 路径分析与假设检验..................................................................................38 5.3.1 功能属性对游戏直播平台品牌价值实证研究..............................39 5.3.2 品牌亲和力对游戏直播平台品牌价值实证研究..........................40 5.3.3 游戏直播平台品牌价值影响因素整体模型分析..........................41 5.3.4 假设检验结论..................................................................................43 6 游戏直播平台品牌价值提升路径及对策建议......................................................44 6.1 游戏直播平台品牌价值影响因素作用路径..............................................44 6.2 对策建议......................................................................................................45 6.2.1 技术设施..........................................................................................45 6.2.2 界面设计..........................................................................................45 6.2.3 弹幕环境..........................................................................................46 6.2.4 直播内容..........................................................................................46 6.2.5 更新维护..........................................................................................46 7 结论与展望..............................................................................................................476 7.1 研究结论......................................................................................................47 7.2 研究局限性..................................................................................................47 7.3 研究展望......................................................................................................48 致谢..............................................................................................................................49