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題名 直播主與直播電商特徵對消費者衝動性購買意圖之影響
The role of broadcaster and live streaming commerce characteristics on customer`s impulsive buying intention作者 陳毓航
Chen, Yu-Hang貢獻者 洪為璽
Hung, Wei-Hsi
陳毓航
Chen, Yu-Hang關鍵詞 直播電商
心流理論
信任
衝動購買意圖
S-O-R理論
Live streaming commerce
Flow theory
Trust
Impulsive buying intention
S-O-R theory日期 2023 上傳時間 6-七月-2023 15:09:04 (UTC+8) 摘要 隨著新冠疫情的爆發與媒體技術的蓬勃發展，直播電商(Live Streaming Commerce)作為一種新型態的銷售模式，其市場在近幾年有了飛快的成長。直播 電商的出現不僅提供了消費者更為真實的購物體驗之外，也讓購物過程變得更具 互動性與娛樂性。根據市場調查，許多消費者們認為衝動購買是直播電商中一個 很重要的問題，然而過往的研究主要專注在消費者使用直播電商的動機、顧客投 入以及影響購買意圖的因素，在衝動購買上的研究較少被討論。因此本研究以 S- O-R 理論作為研究框架，從直播主特徵與直播電商特徵兩個面向探討對消費者衝 動購買意圖的影響。本研究透過 427 位曾經使用過直播電商使用者的調查，來驗 證本研究提出的模型和假設。研究結果顯示，直播主特徵(專業性、相似性、情緒 感染力)與直播電商特徵(資訊性、娛樂性、互動性、偶遇性)是影響消費者信任與 心流體驗的重要因素，而信任與心流體驗對衝動購買意圖有正向顯著的影響。本 研究延伸了直播電商的研究，並拓展了心流理論的研究範圍，上述研究結果可作為在直播電商中類似研究的參考依據，並提供直播主在經營直播上的一些參考。
With the outbreak of the COVID-19 pandemic and the flourishing development of media technology, Live streaming commerce has emerged as a new form of sales model, and its market has experienced rapid growth in recent years. Live streaming commerce not only provides consumers with a more authentic shopping experience but also makes the shopping process more interactive and entertaining. According to market research, many consumers consider impulse buying to be a significant issue in live streaming commerce. However, previous studies have mainly focused on consumer motivations, customer engagement, and factors influencing purchase intentions, with less attention given to research on impulse buying. Therefore, this study adopts the S- O-R (Stimulus-Organism-Response) theory as a research framework to examine the influence of two aspects, namely the characteristics of streamer and the characteristics of live streaming commerce, on consumers` impulse buying intentions. This study validated the proposed model and hypotheses through a survey of 427 users who have used live streaming commerce before. The results of the study indicate that the characteristics of streamer (Expertise, Similarity, Emotional Contagion) and the characteristics of live streaming commerce (Informativeness, Entertainment, Interactivity, Serendipity) are important factors influencing consumer trust and flow experience. Additionally, trust and flow experience have a significant positive impact on impulse buying intentions. This study extends the research on live streaming commerce and expands the scope of flow theory. The aforementioned research findings can serve as a reference for similar studies in the field of live streaming commerce and provide insights for streamers in managing their live streams.參考文獻 Al-Natour, S., Benbasat, I., & Cenfetelli, R. (2011). The adoption of online shopping assistants: Perceived similarity as an antecedent to evaluative beliefs. 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Frontiers in Psychology, 13, 903023.iiMedia (2022)，2022-2023 年中國直播電商行業運行大數據分析及趨勢研究報告，上網日期 2022 年 8 月 1 日，取自：https://www.iimedia.cn/c400/86233.htmlMIC 資策會產業情報研究所(2021)，【社群與通訊消費者調查系列三】超過七成網友曾觀看過商品直播 FB 與 YouTube 為最大宗 金融理財需求崛起 直播促成下單成效逐漸浮現，上網日期 2023 年 4 月 30 日，取自：https://mic.iii.org.tw/news.aspx?id=613Money101(2022)，2022 消費者網購支付行為調查，上網日期 2023 年 5 月 19 日，取自：https://money101.events/content/202209sv-268中國消費者協會(2020)，《直播電商購物消費者滿意度在線調查報告》，上網日期 2022 年 7 月 26 日，取自：https://www.manyibar.com/news/report-01 描述 碩士
國立政治大學
資訊管理學系
109356041資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109356041 資料類型 thesis dc.contributor.advisor 洪為璽 zh_TW dc.contributor.advisor Hung, Wei-Hsi en_US dc.contributor.author (作者) 陳毓航 zh_TW dc.contributor.author (作者) Chen, Yu-Hang en_US dc.creator (作者) 陳毓航 zh_TW dc.creator (作者) Chen, Yu-Hang en_US dc.date (日期) 2023 en_US dc.date.accessioned 6-七月-2023 15:09:04 (UTC+8) - dc.date.available 6-七月-2023 15:09:04 (UTC+8) - dc.date.issued (上傳時間) 6-七月-2023 15:09:04 (UTC+8) - dc.identifier (其他 識別碼) G0109356041 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145683 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 109356041 zh_TW dc.description.abstract (摘要) 隨著新冠疫情的爆發與媒體技術的蓬勃發展，直播電商(Live Streaming Commerce)作為一種新型態的銷售模式，其市場在近幾年有了飛快的成長。直播 電商的出現不僅提供了消費者更為真實的購物體驗之外，也讓購物過程變得更具 互動性與娛樂性。根據市場調查，許多消費者們認為衝動購買是直播電商中一個 很重要的問題，然而過往的研究主要專注在消費者使用直播電商的動機、顧客投 入以及影響購買意圖的因素，在衝動購買上的研究較少被討論。因此本研究以 S- O-R 理論作為研究框架，從直播主特徵與直播電商特徵兩個面向探討對消費者衝 動購買意圖的影響。本研究透過 427 位曾經使用過直播電商使用者的調查，來驗 證本研究提出的模型和假設。研究結果顯示，直播主特徵(專業性、相似性、情緒 感染力)與直播電商特徵(資訊性、娛樂性、互動性、偶遇性)是影響消費者信任與 心流體驗的重要因素，而信任與心流體驗對衝動購買意圖有正向顯著的影響。本 研究延伸了直播電商的研究，並拓展了心流理論的研究範圍，上述研究結果可作為在直播電商中類似研究的參考依據，並提供直播主在經營直播上的一些參考。 zh_TW dc.description.abstract (摘要) With the outbreak of the COVID-19 pandemic and the flourishing development of media technology, Live streaming commerce has emerged as a new form of sales model, and its market has experienced rapid growth in recent years. Live streaming commerce not only provides consumers with a more authentic shopping experience but also makes the shopping process more interactive and entertaining. According to market research, many consumers consider impulse buying to be a significant issue in live streaming commerce. However, previous studies have mainly focused on consumer motivations, customer engagement, and factors influencing purchase intentions, with less attention given to research on impulse buying. Therefore, this study adopts the S- O-R (Stimulus-Organism-Response) theory as a research framework to examine the influence of two aspects, namely the characteristics of streamer and the characteristics of live streaming commerce, on consumers` impulse buying intentions. This study validated the proposed model and hypotheses through a survey of 427 users who have used live streaming commerce before. The results of the study indicate that the characteristics of streamer (Expertise, Similarity, Emotional Contagion) and the characteristics of live streaming commerce (Informativeness, Entertainment, Interactivity, Serendipity) are important factors influencing consumer trust and flow experience. Additionally, trust and flow experience have a significant positive impact on impulse buying intentions. This study extends the research on live streaming commerce and expands the scope of flow theory. The aforementioned research findings can serve as a reference for similar studies in the field of live streaming commerce and provide insights for streamers in managing their live streams. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究動機 3第三節 研究目的 5第四節 研究流程 6第二章 文獻回顧 7第一節 直播電商 (Live Streaming Commerce) 7第二節 S-O-R理論模型 10第三節 心流理論 11第四節 衝動性購買 13第三章 研究方法 16第一節 研究架構 16第二節 研究假說 17第三節 研究設計 24第四章 資料分析 29第一節 問卷回收 29第二節 敘述性統計 30第三節 測量模型分析 33第四節 結構模型分析 41第五節 群組分析 47第六節 結果討論 52第五章 結論與建議 56第一節 研究貢獻 56第二節 研究限制與建議 58參考文獻 60附錄一 研究問卷 71 zh_TW dc.format.extent 2652954 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109356041 en_US dc.subject (關鍵詞) 直播電商 zh_TW dc.subject (關鍵詞) 心流理論 zh_TW dc.subject (關鍵詞) 信任 zh_TW dc.subject (關鍵詞) 衝動購買意圖 zh_TW dc.subject (關鍵詞) S-O-R理論 zh_TW dc.subject (關鍵詞) Live streaming commerce en_US dc.subject (關鍵詞) Flow theory en_US dc.subject (關鍵詞) Trust en_US dc.subject (關鍵詞) Impulsive buying intention en_US dc.subject (關鍵詞) S-O-R theory en_US dc.title (題名) 直播主與直播電商特徵對消費者衝動性購買意圖之影響 zh_TW dc.title (題名) The role of broadcaster and live streaming commerce characteristics on customer`s impulsive buying intention en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Al-Natour, S., Benbasat, I., & Cenfetelli, R. 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