遊戲實況作為一項新興的媒體文類，複合著虛擬的遊戲畫面和真實的玩家影像，觀眾可以同時接收緊湊遊戲內容帶來的感官刺激，還能窺視實況玩家私人的情感流露或行為，從而獲得多重的媒介愉悅。本文將重心放在閱聽人觀看實況後能不能促使他們親身投入遊戲遊玩的研究，並以閱聽人自身對電玩遊戲領域的涉入度高低為自變項，區別不同涉入度產生的宣傳效果是否有差異。除了將涉入度視作重要的自變項外，也同時把 Bandura（2001）在社會認知理論中所提出的自我效能（self-efficacy）概念和媒介愉悅感加入討論，試圖驗證閱聽人觀看實況後所產生的自我效能感和愉悅感，會不會有增進親身遊戲意圖的調節效果。

The live streaming for video games is a novel media genre which combined with virtual scene in game and real picture by broadcaster. The audience can both see amazing game show and gaze the broadcaster who is crazy for everything. This research is focus on the advertising effect by the live streaming for video games. To discuss watching it is useful to arouse audience taking action to actually play the game that performed in the live streaming . The involvement for video games is a crucial personal factor to make audience wheather play games that performed in live streaming or not. Furthermore, self-efficacy which argued by Bandura (2001) and the enjoyment are the moderate factors in this research, to exam their effect is our main goal.