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。 ;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.
