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| Title: | 消費者觀看韓國東大門直播電商之行為研究
A Study on Consumer Viewing Behavior of Live Commerce |
| Authors: | 林子淳
Lin, Tzu-Chun |
| Contributors: | 白佩玉
Pai, Pei-Yu
林子淳
Lin, Tzu-Chun |
| Keywords: | 社群商務
直播電商
東大門
社群媒體
Social media
Social commerce
Live commerce
Dongdaemun |
| Date: | 2020 |
| Issue Date: | 2020-09-02 13:18:05 (UTC+8) |
| Abstract: | 本研究旨在探討台灣消費者觀看韓國東大門直播電商的行為研究，藉由探討消費者觀看動機、觀看時的互動及購物因素，分析東大門直播電商的優缺點，藉此研究新型態行銷購物下的應用模式及行為方式。此外，本研究恰逢Covid-19疫情期間，故同時探討疫情對東大門直播電商賣家及消費者的影響。
本研究先透過網路管道發放前篩問卷，從中依據購買頻率及觀看時間選出最具有代表性的8位受訪者，以語音通話或是面對面的方式，進行半結構式深度訪談，並經受訪者同意後將訪談內容整理成逐字稿，進行分析。
研究發現，東大門直播電商帶領消費者走入韓國東大門服飾批發市場。直播主親自試穿展示衣服，透過零時差直播以及平台留言互動功能，讓消費者體驗親臨現場購物的感受。觀看直播的消費者也形成獨有的虛擬社群，透過留言互動，分享產品資訊及提供情感上的支持。
在東大門直播電商的銷售情境下，直播主的風格、產品品質及價格、賣家的品牌及聲譽皆會影響到消費者是否願意觀看直播並進而下單購物。消費者尤其重視賣家是否誠實表達產品的優缺點。直播電商的銷售模式，可以透過互動建立顧客與賣家間的信任，以及顧客與顧客間的友誼，進而培養顧客忠誠度。
This research aims to investigate Taiwanese consumers’ behavior of watching Dongdaemun live commerce. The research analyzes the advantages and disadvantages of Dongdaemun’s live commerce by exploring consumers’ viewing motivation and interaction, and figure out new types of shopping behavior. In addition, the COVID-19 coronavirus pandemic has evolved rapidly in 2020. Thus, the research also explores the impact of COVID-19 on the sellers and consumers of Dongdaemun live commerce.
In order to reach the qualified interviewees, this research first distributed questionnaires through online channels, and 8 representative interviewees were selected based on their frequency of purchase and viewing time. After that, this study conducted semi-structured in-depth interviews through voice calls or face to face.
Based on the analysis, the study suggests that consumers can feel like walking into Dongdaemun market in South Korea through live commerce, especially when the live broadcasters try and display clothes immediately. Consumers can also interact with the broadcaster by commenting on the platform of live commerce. Consumers who watch the live commerce build up an unique online community: They interact through messages, share product information and provide emotional support with each other.
Consumers are affected by the style of broadcaster, the quality and the price of product, and the reputation of seller. In particular, consumers care about the honesty of the sellers.
The sales model of live commerce can build up the trust between consumers and sellers through interaction. Consumers can also build up the friendship with other consumers. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363027 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1073630271 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202001570 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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