| 摘要: | 隨著科技不斷的創新與進步，藉由網路即時、快速以及方便的特性，拓展出新的銷 售管道。人們一開始是使用社群平台來分享彼此的生活，但近年來直播逐漸興起，各大 社群平台紛紛開啟直播的功能，許多素人與網紅透過直播來販賣商品。在直播過程中， 直播主可以即時的回覆觀眾的提問，現場開箱體驗商品，讓觀眾詳細的了解到商品的相 關訊息，讓觀眾彷彿有種親臨現場的感覺。此外，觀眾之間也可以透過留言的方式，互 相分享對商品的觀點，直播的興起，為消費者帶來全新的購物體驗。
過去的研究大多探討消費者在實體店或是透過傳統大眾媒體消費的購買行為，較少 探討線上虛擬環境的情景，因此本文研究目的為發展一個研究架構，欲了解在直播情境 下，各因素與消費者購買行為之間的影響關係。再者，根據 Huang, Lurie, and Mitra (2009) 所提出，消費者對於不同產品類型的搜尋與購買行為會有所不同，因此本文在研究架構 上加入搜尋品與經驗品作為調解變數，欲了解在不同的產品種類下，是否會有不同的購 買行為。;With the continuous innovation and advancement of technology, new sales channels
have been expanded due to the immediacy, fast and convenient features of the Internet. In the beginning, people used social media to share their lives. However, in recent years, live broadcasts have gradually emerged, and various social media have launched live broadcast functions. Many ordinary people and internet celebrities sell commodities through live broadcast. During the live broadcast, the host can immediately reply to the audience’s questions, unboxing to experience products, and let audiences know the relevant information of the product in detail. They will be liked a real person and introduce the product for you. In addition, viewers can share their views on products through message, and the rise of live broadcasts will bring different feeling to consumers.
In the past. most research have focused on consumer’s purchasing behaviors in physical stores or traditional media, while few researches have focused on online virtual environment. Therefore, the purpose of this study is to develop a research structure to understand the relationship between various factors and consumer purchasing behavior in the scenario of live broadcast scenario. Furthermore, according to Huang, Lurie, and Mitra (2009), consumers may have different searching and purchasing behaviors for different product types. Therefore, search and experience goods are added as class variable in this study to explore whether there will be different purchasing behaviors under different product types. |
