本研究探討電視以及網路兩種媒介對於直播使用的不同，以「使用與滿足理論」為取徑，檢視閱聽人在直播動機、行為以及滿意度的相關性。以網路問卷調查法進行，共取得 510 份有效問卷。研究發現，社會性動機會影響閱聽人對於電視直播的觀看，藉由頻繁的觀看獲取陪伴感。而網路直播則是除了社會性因素外，作為休閒以及獲取資訊的工具性動機也會影響網路直播的使用。此外，人口變項以及媒體使用習慣亦對直播使用有強烈的預測性。

With the theory of “uses and gratifications”, this study discusses the difference between two media, television and the Internet, when it comes to live broadcasting. 510 copy of valid questionnaires were acquired by means of online survey. The research has shown that social motivation can affect how audience watches TV live broadcast, and that the sense of accompany can be gained through frequent watching. Beside social factors, instrumental motivations aiming at recreational purposes and the acquisition of information can also affect the usage of Internet live broadcasting. In addition, demographics and habits of media usage can as well faithfully predict the usage of live broadcasting