臉書直播購買行為之研究

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姓名

劉偉皓(Wei-Hao Liou) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

臉書直播購買行為之研究
(The Study of Purchase Behavior on Facebook Live)

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摘要(中)

隨著近年來智慧型手機與裝置的普及，直播的出現，讓即時性不再遙不可及，許多日常生活的小事，皆能利用行動裝置快速且即時地和朋友分享喜怒哀樂，除了和他人分享生活的點點滴滴，由於觀眾能夠在直播的過程和直播主即時的互動，直播平台甚至作為許多業者的銷售管道，直播主有如實體店面銷售員，雖然人並非實際出現在你身邊，但就像面對面親自和你介紹產品一樣，立即的對話互動以及限時喊價的緊張刺激感，都為直播帶來不同的感受。
過往的研究大多探討實體店內的購物氣氛如何影響消費者的購買行為，鮮少應用於線上虛擬店家，因此本研究以Facebook直播購物為研究場景，探討直播平台所營造的購物氣氛，是否讓消費者感覺自在，進而提升購買意願。再者，根據Bloch and Richins (1983)所提出，不同類型的產品會影響消費者的購買行為，因此本研究加入搜尋品與經驗品作為類別變數，探討在何種產品類型的情況下，自在感對於購買行為的影響較大。

摘要(英)

The emergence of live broadcasts has made timeliness possible with the popularity of smart phone and devices in recent years. People can use the mobile device to share their daily life with friends instantly. In addition to sharing life, the audience can also interact with the host. The live broadcast even has become a way for sales. The host is just like a physical store salesperson who is not actually present on your side. They will be like a real person and introduce the product for you. The communication and the excited sense of time-limited auction bring the different feeling to the live broadcast.
The research mostly discussed how the shopping atmosphere in a physical store affected the consumer’s purchase behavior but did not apply to online store. Therefore, this study used Facebook live shopping as a research scenario to explore whether the shopping atmosphere created by the live broadcast platform would make consumer feel pleasant. The person feels comfortable and will increase their willingness to buy. Furthermore, according to Bloch and Richins (1983), different types of products affect consumer purchasing behavior. Therefore, search and experience goods are added as class variable in this study to explore which type of products will make the power of pleasantness affect on purchase behavior higher.

關鍵字(中)

★ 直播購物
★ 產品種類
★ 情緒起伏
★ 自在感

關鍵字(英)

★ Live Shopping
★ Product Type
★ Arousal
★ Pleasantness

論文目次

摘要 I
Abstract II
致謝 III
目錄 IV
表目錄 VII
圖目錄 VIII
一、緒論 1
1-1 研究背景與動機： 1
1-2 研究目的與問題： 3
二、文獻探討 4
2-1 擬社會互動 (Para-social Interaction) 4
2-2 互動性 (Interactivity) 5
2-3 時間壓力 (Time Pressure) 5
2-4 情緒喚起 (Arousal) 6
2-5 自在感 (Pleasantness) 6
2-6 搜尋品與經驗品 (Search Goods and Experience Goods) 6
2-7 購買行為 (Purchase Behavior) 7
三、研究方法與假說 8
3-1 研究假說 8
3-2 研究架構 11
3-3 實驗設計 12
3-4 研究變項衡量 12
3-4-1 自變項：擬社會互動、互動性、時間壓力 12
3-4-2 中介變項：情緒起伏、自在感 15
3-4-3 調節變項：產品種類 17
3-4-4 依變項：購買行為 17
3-4-5 控制變項：產品需求、直播主偏好 17
3-5 抽樣對象 18
四、資料分析 20
4-1資料處理與統計方法 20
4-1-1 資料處理 20
4-1-2 統計分析類別 20
4-2 敘述性統計分析 20
4-3 樣本差異比較 21
4-4 構面問項信度與效度分析 21
4-5 結構模型結果評估 22
4-6 不同產品種類之調節效果分析 22
五、結論與建議 23
5-1 研究結論 23
5-2 建議與方向 23
六、參考文獻 24
七、附錄 29

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指導教授

陳炫碩(Shiuann-Shuoh Chen)

審核日期

2018-6-27

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