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題名 直播商務之消費者購買決策分析 — 以蝦皮直播為例
Analysis of Consumer Purchase Decisions in Live-Stream Commerce: A Case of Shopee Live作者 林軒弘
Lin, Hsuan-Hung貢獻者 白佩玉
Pai, Pei-Yu
林軒弘
Lin, Hsuan-Hung關鍵詞 直播商務
媒體豐富性
訊息性支持
情感性支持
稀缺性
購買意願
Live-stream commerce
Media richness
Informative support
Emotional support
Scarcity
Purchase intention日期 2024 上傳時間 4-Sep-2024 14:11:14 (UTC+8) 摘要 隨科技發展，今日消費者可選擇的購買管道愈來愈多樣，其中，直播購物以其便利性和娛樂性成為許多消費者滿足購物和娛樂需求的選擇之一。本研究選定由電商平台發展的直播商務，並以蝦皮直播為研究個案，探討觀看直播的消費者購買決策過程以及其影響因素。希望針對蝦皮直播的未來發展，包括直播主如何提升觀看率與銷售表現給予建議。 本研究根據媒體豐富性理論、訊息性支持、情感性支持、稀缺性等理論，以「直播平台」、「直播主」、「直播間內情境因素」三大向去分析相關的消費者感知屬性，釐清各項消費者感知屬性與購買意願之間的關係。本研究採質化研究中的深度訪談法，運用半結構式訪談法收集消費者的感受與想法，歸納消費者購買意願如何受到直播平台、直播主、直播間內情境因素影響。重要研究結果如下： 一、平台功能性會促進媒體豐富性，而媒體豐富性可向影響購買意願。 二、直播主可信度高，則消費者會感受較強烈的訊息性支持，並向影響購買意願。 三、直播間內的互動性，不論是來自直播主與觀眾間的互動或者是來自觀眾彼間的互動，對於個人購買意願並無實質影響。 四、有限的購買考慮時間所造成的時間稀缺性，對購買意願無實質影響，但優惠數量有限所造成的數量稀缺性則向影響購買意願。 五、直播商務對消費者之關鍵價值為「透過即時獲得豐富資訊來降低資訊蒐集成本」以及「透過優惠的購價省下金錢支出」。 最後，本研究針對直播平台及直播主分別提出實務建議，期望可對未來相關研究有所助益。
As technology advances, consumers today have a growing array of purchasing channels to choose from. Among these channels, live-stream shopping has gained popularity among consumers for its convenience and entertainment value, serving as a preferred option for both shopping and leisure activities. Live-stream commerce can manifest in many forms, and this study focuses on live-stream commerce that is broadcasted on e-commerce platforms. The researcher takes Shopee Live as an example to investigate the consumer purchasing decision-making process, as well as the influencing factors of this process. This study aims to provide recommendations for the future development of Shopee Live, including how live-stream hosts can enhance viewership and improve sales performance. Based on theories such as media richness theory, informational support, emotional support, and scarcity, this study analyzes relevant consumer perceived attributes by examining three major dimensions: live-streaming platform, live-stream hosts, and contextual factors within live-streams. The goal is to elucidate the relationships between various consumer perceived attributes and purchase intention. Qualitative research methods, specifically in-depth interviews, were employed in this study to collect consumers' feelings and thoughts. The findings aim to summarize how consumers' purchase intentions are influenced by factors such as the live-streaming platform, live-stream hosts, and contextual factors within live-streams. The important findings of this study are as follows: 1. Live-streaming platform functionality promotes media richness, which positively influences purchase intentions. 2. Higher credibility of live-stream hosts leads to a stronger perception of informational support by consumers, which positively influences purchase intentions. 3. The interactivity within the live-streams, whether it is interaction between live-stream hosts and viewers or merely among viewers, does not have a substantial impact on individual purchase intention. 4. Time scarcity during the purchase consideration period does not have a substantial impact on purchase intentions, whereas quantity scarcity during limited promotional offers positively influences purchase intentions. 5. The key values of live-stream commerce for consumers are "the cost reduction in information collection" and "saving money through discounted prices." 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國立政治大學
企業管理研究所(MBA學位學程)
111363073資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363073 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.advisor Pai, Pei-Yu en_US dc.contributor.author (Authors) 林軒弘 zh_TW dc.contributor.author (Authors) Lin, Hsuan-Hung en_US dc.creator (作者) 林軒弘 zh_TW dc.creator (作者) Lin, Hsuan-Hung en_US dc.date (日期) 2024 en_US dc.date.accessioned 4-Sep-2024 14:11:14 (UTC+8) - dc.date.available 4-Sep-2024 14:11:14 (UTC+8) - dc.date.issued (上傳時間) 4-Sep-2024 14:11:14 (UTC+8) - dc.identifier (Other Identifiers) G0111363073 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/153184 - 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) 111363073 zh_TW dc.description.abstract (摘要) 隨科技發展，今日消費者可選擇的購買管道愈來愈多樣，其中，直播購物以其便利性和娛樂性成為許多消費者滿足購物和娛樂需求的選擇之一。本研究選定由電商平台發展的直播商務，並以蝦皮直播為研究個案，探討觀看直播的消費者購買決策過程以及其影響因素。希望針對蝦皮直播的未來發展，包括直播主如何提升觀看率與銷售表現給予建議。 本研究根據媒體豐富性理論、訊息性支持、情感性支持、稀缺性等理論，以「直播平台」、「直播主」、「直播間內情境因素」三大向去分析相關的消費者感知屬性，釐清各項消費者感知屬性與購買意願之間的關係。本研究採質化研究中的深度訪談法，運用半結構式訪談法收集消費者的感受與想法，歸納消費者購買意願如何受到直播平台、直播主、直播間內情境因素影響。重要研究結果如下： 一、平台功能性會促進媒體豐富性，而媒體豐富性可向影響購買意願。 二、直播主可信度高，則消費者會感受較強烈的訊息性支持，並向影響購買意願。 三、直播間內的互動性，不論是來自直播主與觀眾間的互動或者是來自觀眾彼間的互動，對於個人購買意願並無實質影響。 四、有限的購買考慮時間所造成的時間稀缺性，對購買意願無實質影響，但優惠數量有限所造成的數量稀缺性則向影響購買意願。 五、直播商務對消費者之關鍵價值為「透過即時獲得豐富資訊來降低資訊蒐集成本」以及「透過優惠的購價省下金錢支出」。 最後，本研究針對直播平台及直播主分別提出實務建議，期望可對未來相關研究有所助益。 zh_TW dc.description.abstract (摘要) As technology advances, consumers today have a growing array of purchasing channels to choose from. Among these channels, live-stream shopping has gained popularity among consumers for its convenience and entertainment value, serving as a preferred option for both shopping and leisure activities. Live-stream commerce can manifest in many forms, and this study focuses on live-stream commerce that is broadcasted on e-commerce platforms. The researcher takes Shopee Live as an example to investigate the consumer purchasing decision-making process, as well as the influencing factors of this process. This study aims to provide recommendations for the future development of Shopee Live, including how live-stream hosts can enhance viewership and improve sales performance. Based on theories such as media richness theory, informational support, emotional support, and scarcity, this study analyzes relevant consumer perceived attributes by examining three major dimensions: live-streaming platform, live-stream hosts, and contextual factors within live-streams. The goal is to elucidate the relationships between various consumer perceived attributes and purchase intention. Qualitative research methods, specifically in-depth interviews, were employed in this study to collect consumers' feelings and thoughts. The findings aim to summarize how consumers' purchase intentions are influenced by factors such as the live-streaming platform, live-stream hosts, and contextual factors within live-streams. The important findings of this study are as follows: 1. Live-streaming platform functionality promotes media richness, which positively influences purchase intentions. 2. Higher credibility of live-stream hosts leads to a stronger perception of informational support by consumers, which positively influences purchase intentions. 3. The interactivity within the live-streams, whether it is interaction between live-stream hosts and viewers or merely among viewers, does not have a substantial impact on individual purchase intention. 4. Time scarcity during the purchase consideration period does not have a substantial impact on purchase intentions, whereas quantity scarcity during limited promotional offers positively influences purchase intentions. 5. The key values of live-stream commerce for consumers are "the cost reduction in information collection" and "saving money through discounted prices." Finally, the researcher provides practical recommendations for live-streaming platforms and live-stream hosts respectively with the aim of contributing to future research in this field. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程 3 第二章 文獻探討 6 第一節 直播商務 6 第二節 直播平台、直播間特性與購買意願之關係 18 第三節 直播主個人特質與購買意願之關係 22 第四節 S-O-R 架構 28 第三章 研究方法 29 第一節 研究架構 29 第二節 研究情境與場景選擇 31 第三節 質性研究分析法 34 第四節 受訪者前篩問卷設計原則 36 第五節 訪談流程設計 38 第六節 訪談對象選擇原則 40 第七節 訪談問題 46 第四章 研究分析與討論 51 第一節 前篩問卷樣本結果分析 51 第二節 消費者購物管道決策分析 58 第三節 直播平台對消費者購買意願之影響 61 第四節 直播主對消費者購買意願之影響 67 第五節 直播間內情境因素對消費者購買意願之影響 76 第六節 其他影響直播商務消費者購買意願因素 81 第五章 結論與建議 84 第一節 重要研究發現與研究貢獻 84 第二節 實務建議 89 第三節 研究限制與未來研究建議 92 參考文獻 94 一、中文文獻 94 二、英文文獻 96 三、網路文獻 103 附錄 深度訪談受訪者前篩問卷 107 zh_TW dc.format.extent 6369050 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363073 en_US dc.subject (關鍵詞) 直播商務 zh_TW dc.subject (關鍵詞) 媒體豐富性 zh_TW dc.subject (關鍵詞) 訊息性支持 zh_TW dc.subject (關鍵詞) 情感性支持 zh_TW dc.subject (關鍵詞) 稀缺性 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) Live-stream commerce en_US dc.subject (關鍵詞) Media richness en_US dc.subject (關鍵詞) Informative support en_US dc.subject (關鍵詞) Emotional support en_US dc.subject (關鍵詞) Scarcity en_US dc.subject (關鍵詞) Purchase intention en_US dc.title (題名) 直播商務之消費者購買決策分析 — 以蝦皮直播為例 zh_TW dc.title (題名) Analysis of Consumer Purchase Decisions in Live-Stream Commerce: A Case of Shopee Live en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻 1. 毛介文 (2022)。電商平台直播互動性對消費者購買意願之影響—以蝦皮為例〔未出版之碩士論文〕 。東吳大學企業管理研究所。 2. 李文瑞、張嘉雯、楊佳瑀 (2022)。網路直播購物平台因素、直播主特質與直播內容對消費者情緒與衝動性購買行為影響之探究。北商學報 ，40，23-52。 3. 吳宗倫 (2022)。直播主知覺有用性與直播主可信度對於觀眾持續使用意願之研究— 以 Twitch 直播平台為例〔未出版之碩士論文〕 。銘傳大學企業管理研究所。 4. 長安雅代 (2022)。韓國服飾直播代購之影響因素：社交顧客旅程觀點〔未出版之碩士論文〕。國立政治大學企業管理研究所。 5. 林金定、嚴嘉楓、陳美花 (2005)。質性研究方法：訪談模式與實施驟分析。身心障礙研究季刊 ，3(2)，122-136。 6. 張怡玲 (2023)。直播主特質認知與產品品牌知名度對消費者購買意願影響性之研究—以蝦皮電商直播平台為例〔未出版之碩士論文〕。銘傳大學新媒體暨傳播管理研究所。 7. 張祐禎 (2015)。探討代言人可信度、品牌形象與消費者購買意願之關係—以五月天代言 HTC 為例〔未出版之碩士論文〕。實踐大學企業管理研究所。 8. 張愛華、蕭丞傑 (2012)。消費者行動服務使用意願之研究：跨服務與跨使用者之比較。中山管理評論 ，20(2)，603-635。 9. 薛宇珊 (2005)。大學生對電視新聞主播形象之評估〔未出版之碩士論文〕。國立政治大學新聞研究所。 10. 謝均鴻 (2018)。影響消費者對直播商務購買意圖之研究〔未出版之碩士論文〕。 國立中興大學資訊管理研究所。 二、英文文獻 1. 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