隨著直播電商市場競爭日趨激烈，個人直播主面臨如何在眾多競爭者中建立差異化優勢的挑戰。既有研究主要聚焦討論直播主的個人特質策略和語言溝通策略，以及直播環境的情境技術策略三大面向，對於非語言溝通策略仍缺乏深入理解，更遑論探討非語言溝通策略如何經由激發機制影響消費者的衝動購買行為。基於非語言溝通理論與顧客激發理論，我們建構一研究模型探討個人直播主如何採用非語言溝通策略（即外表形象呈現、肢體語言表達、聲音特色傳達、空間距離互動）影響顧客激發，進而促使衝動購買行為。同時，我們將消費者之間的聊天室評論互動視為重要的調節效果。本研究透過線上問卷調查法蒐集616份有效樣本，以結構方程模式和拔靴法進行假說驗證。研究結果顯示，四個非語言溝通策略均顯著且正向地影響顧客激發，而顧客激則會進一步影響其衝動購買行為。在調節效果的部分，聊天室評論互動在空間距離互動與顧客激發的關係中呈現正向調節效果，但在外表形象呈現—顧客激發關係中則出現負向調節效果。本研究結果具有重要的理論貢獻與實務意涵。;As live streaming commerce market competition intensifies, individual streamers face the challenge of establishing differentiated advantages among numerous competitors. Existing research primarily focuses on streamers’ personal trait, verbal communication, and situational-technical strategies, with limited understanding of nonverbal communication strategies, let alone exploring how nonverbal communication strategies influence consumers’ impulse purchasing behavior through inspiration mechanisms. Based on nonverbal communication theory and customer inspiration theory, we construct a research model to explore how individual streamers employ nonverbal communication strategies (i.e., attractive appearance, body language, paralanguage delivery, and spatial psychological proximity) to influence customer inspiration, thereby promoting impulse purchasing behavior. Meanwhile, we consider chatroom comment interaction among consumers as an important moderating effect. This study collected 616 valid responses through online survey methodology and employed structural equation modeling for hypothesis testing. The results show that all four nonverbal communication strategiessignificantly affect customer inspiration, which further influences their impulse purchasing behavior. Regarding moderating effects, chatroom comment interaction demonstrates a positive moderating effect on the relationship between spatial proximity interaction and customer inspiration, but shows a negative moderating effect on the attractive appearance presentation–customer inspiration relationship. The findings have important theoretical contributions and practical implications.
