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題名 直播電商對消費者購買決策流程之影響
The Influence of Live streaming commerce on consumer purchase decision.
作者 謝佳蓉
貢獻者 白佩玉
謝佳蓉
關鍵詞 直播電商
直播主
購買決策流程
購買意願
Live streaming commerce
Host
Purchase intention
Decision making
日期 2017
上傳時間 13-九月-2017 16:00:15 (UTC+8)
摘要 隨著網路科技的發展，許多新興媒體隨之興起，直播服務即為其中之一，直播為現今品牌或者商家躍躍欲試的行銷溝通管道。直播服務有許多的應用方式，而當中「直播＋電商」為本研究所欲了解的應用，因直播電商近來廣受業界討論，也可看見許多品牌皆直播與消費者溝通以及導購，且許多品牌也都表示有良好的成效。直播電商即是透過直播服務在網路上進行商品的販售，其中主要組成的元素包括直播功能、直播主、直播內容以及閱聽眾，本研究希望能夠了解直播電商是如何能夠提升消費者購買意願以及對購買決策流程影響。
本研究將受訪者分為三組（前測、直播以及重播組），先讓受訪者共同觀看完直播電商節目後，再透過焦點團體訪談法深入瞭解其態度，研究結果歸納如下：
一、 購買意願
內容與直播主為直播電商關鍵成功因素，實用性價值高之內容、具專業性之直播主較能促使購買意願，而具知名度之直播主能吸引消費者注意以及提升購買意願，且當產品與直播主具有高度關聯性時較能說服消費者；直播功能對於消費者而言為附加價值，但是當消費者對於直播內容與直播主感到滿足、滿意時，直播功能能有效提升購買意願。
二、 購買決策流程
直播透過導購功能、互動功能能夠縮短消費者購買決策流程的資訊搜集以及評估方案階段。
根據研究結果，本研究提出實務建議以提供企業作為未來營運參考，亦提出研究建議作為未來研究參考。
As the Internet Technologies continue to bloom and develop, many new media emerge. Of all, live streaming, has become the must try for brands and sellers nowadays. Among all the applications that live streaming brings, live streaming commerce, which is selling products through live streaming, is the focus of this study. The main components of live streaming commerce include live features, host, content and audiences. This study aims to understand the impact of live streaming commerce on consumers’ purchase intention and purchase decision-making process.
To conduct focus group interviews, the study divided participants into three groups: 3 people in the pre-test, 5 people watching livestream, and 5 people watching video (same content as in the previous group but not live). Results and conclusions are summarized as below:
The key successful factors of live streaming commerce are content and host. The content with high utilitarian value and the expert hosts are both significant to consumers’ purchase intention. Live streaming with popular hosts could capture consumers’ attention and enhance their purchase intention. Moreover, the live streaming hosts are more likely to persuade consumers into purchasing if the characteristics of live streaming hosts are strongly relevant to the products. Consumers regard functions of live streaming as additional value. Live streaming could effectively increase consumer purchase intention when the consumers are satisfied with the content and the performance of host in the live streaming.
Live streaming commerce shortens the consumer decision making process through features of real- time text chatting and shopping guide.
According the results, this study presents the practical recommendations to provide enterprises as a future operational reference, and propose research recommendations as a future study reference.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363095
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104363095
資料類型 thesis
dc.contributor.advisor 白佩玉zh_TW
dc.contributor.author (作者) 謝佳蓉zh_TW
dc.creator (作者) 謝佳蓉zh_TW
dc.date (日期) 2017en_US
dc.date.accessioned 13-九月-2017 16:00:15 (UTC+8)-
dc.date.available 13-九月-2017 16:00:15 (UTC+8)-
dc.date.issued (上傳時間) 13-九月-2017 16:00:15 (UTC+8)-
dc.identifier (其他 識別碼) G0104363095en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112825-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 104363095zh_TW
dc.description.abstract (摘要) 隨著網路科技的發展，許多新興媒體隨之興起，直播服務即為其中之一，直播為現今品牌或者商家躍躍欲試的行銷溝通管道。直播服務有許多的應用方式，而當中「直播＋電商」為本研究所欲了解的應用，因直播電商近來廣受業界討論，也可看見許多品牌皆直播與消費者溝通以及導購，且許多品牌也都表示有良好的成效。直播電商即是透過直播服務在網路上進行商品的販售，其中主要組成的元素包括直播功能、直播主、直播內容以及閱聽眾，本研究希望能夠了解直播電商是如何能夠提升消費者購買意願以及對購買決策流程影響。
本研究將受訪者分為三組（前測、直播以及重播組），先讓受訪者共同觀看完直播電商節目後，再透過焦點團體訪談法深入瞭解其態度，研究結果歸納如下：
一、 購買意願
內容與直播主為直播電商關鍵成功因素，實用性價值高之內容、具專業性之直播主較能促使購買意願，而具知名度之直播主能吸引消費者注意以及提升購買意願，且當產品與直播主具有高度關聯性時較能說服消費者；直播功能對於消費者而言為附加價值，但是當消費者對於直播內容與直播主感到滿足、滿意時，直播功能能有效提升購買意願。
二、 購買決策流程
直播透過導購功能、互動功能能夠縮短消費者購買決策流程的資訊搜集以及評估方案階段。
根據研究結果，本研究提出實務建議以提供企業作為未來營運參考，亦提出研究建議作為未來研究參考。		zh_TW
dc.description.abstract (摘要) As the Internet Technologies continue to bloom and develop, many new media emerge. Of all, live streaming, has become the must try for brands and sellers nowadays. Among all the applications that live streaming brings, live streaming commerce, which is selling products through live streaming, is the focus of this study. The main components of live streaming commerce include live features, host, content and audiences. This study aims to understand the impact of live streaming commerce on consumers’ purchase intention and purchase decision-making process.
To conduct focus group interviews, the study divided participants into three groups: 3 people in the pre-test, 5 people watching livestream, and 5 people watching video (same content as in the previous group but not live). Results and conclusions are summarized as below:
The key successful factors of live streaming commerce are content and host. The content with high utilitarian value and the expert hosts are both significant to consumers’ purchase intention. Live streaming with popular hosts could capture consumers’ attention and enhance their purchase intention. Moreover, the live streaming hosts are more likely to persuade consumers into purchasing if the characteristics of live streaming hosts are strongly relevant to the products. Consumers regard functions of live streaming as additional value. Live streaming could effectively increase consumer purchase intention when the consumers are satisfied with the content and the performance of host in the live streaming.
Live streaming commerce shortens the consumer decision making process through features of real- time text chatting and shopping guide.
According the results, this study presents the practical recommendations to provide enterprises as a future operational reference, and propose research recommendations as a future study reference.		en_US
dc.description.tableofcontents 第壹章 緒論 4
第一節 研究背景與動機 4
第二節 研究目的 6
第三節 研究流程 6
第貳章 文獻探討 8
第一節 整合行銷 8
第二節 社交商務 9
第三節 網路直播 11
第四節 消費者購買決策流程 15
第五節 線上購物價值 19
第六節 代言人特質與訊息來源可信度 21
第參章 研究方法 25
第一節 研究設計 25
第二節 訪談對象 25
第三節 訪談問題 26
第肆章 研究情境 29
第一節 Yahoo奇摩拍賣簡介 29
第二節 Yahoo奇摩拍賣APP與直播導購功能介紹 30
第三節 直播電商節目介紹 34
第伍章 研究分析 39
第一節 影響購買意願因素 39
第二節 購買決策流程 50
第陸章 結論與建議 63
第一節 結論 63
第二節 實務建議 65
第三節 研究限制及研究建議 66
第柒章 參考文獻 68		zh_TW
dc.format.extent 14741114 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104363095en_US
dc.subject (關鍵詞) 直播電商zh_TW
dc.subject (關鍵詞) 直播主zh_TW
dc.subject (關鍵詞) 購買決策流程zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) Live streaming commerceen_US
dc.subject (關鍵詞) Hosten_US
dc.subject (關鍵詞) Purchase intentionen_US
dc.subject (關鍵詞) Decision makingen_US
dc.title (題名) 直播電商對消費者購買決策流程之影響zh_TW
dc.title (題名) The Influence of Live streaming commerce on consumer purchase decision.en_US
dc.type (資料類型) thesisen_US
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