政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153162

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153162

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政大典藏 > College of Commerce > Department of MIS > Theses > Item 140.119/153162

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/153162

Title:	直播主的展示信號對直播銷售成績的影響 The Impact of Streamers’ Presentation Signals on Live Sales Performance
Authors:	林驊萱 Lin, Hua-Xuan
Contributors:	李怡慧 Lee, Yi-Hui 林驊萱 Lin, Hua-Xuan
Keywords:	直播商務直播主信號理論語言信號產品信號互動信號 Live streaming commerce Live streamer Signaling theory Linguistic signal Product signal Social interaction signal
Date:	2024
Issue Date:	2024-09-04 14:06:08 (UTC+8)
Abstract:	直播商務已發展為新型態的電子商務，透過影音資訊的傳遞，讓直播主即時推廣產品及服務，直播平台同時也提供了直播主與觀眾的線上互動空間，使產品與服務的資訊交換更為直接。現有研究已意識到直播主的角色對於銷售成績的重要影響，例如直播主的表達能力和產品展示技巧皆為提升銷售的關鍵。然而，即使直播主的產品演繹能力十分重要，直播作為以數位介面為主的銷售活動，資訊提供者（直播主）與資訊接收者（觀眾）之間，容易因數位傳播而產生訊息傳播完整性及的資訊不對等的問題。因此直播主的展示信號（銷售風格中的語言信號、直播環境下的互動信號與介紹產品時的產品信號），將是觀察獲得完整資訊的重要來源。然而，現有研究尚未充分探索直播主在展演商品時所隱藏的信號和線索是否影響觀眾的購買行為。本研究以信號理論探討非語言但卻富含大量溝通線索的信號對直播銷售成績的影響。研究結果顯示，除了語速與銷售額呈現負向關係，其他自變數（語調變化、產品品質、外型、尺寸大小、質地、材質、競爭資訊等）皆與銷售額呈正相關。此外，所有語言與產品信號在社會互動信號中的呼叫姓名次數調節影響之下，皆呈現正向結果；而顧客留言次數則是除了對產品信號中的材質有正向影響外，皆對其餘信號有負向調節作用，與我們的假設不符。 Live commerce, a burgeoning e-commerce format, leverages real-time video and audio to facilitate product promotion and interaction between streamers and viewers. This study, grounded in signaling theory, examines how presentation signals (linguistic, product-related, and social interaction cues) transmitted by live streamers influence sales performance. Contrary to expectations, speaking speed negatively correlates with sales, while other variables (pitch variation, product quality, appearance, size, texture, material, competitive information) show positive correlations. Social interaction signals, particularly frequency of customer name mentions, enhance the positive relationship be-tween linguistic and product signals and sales. However, the moderating effect of the amount of customer comment is less consistent, primarily showing a negative association.
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Description:	碩士國立政治大學資訊管理學系 111356043
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111356043
Data Type:	thesis
Appears in Collections:	[Department of MIS] Theses

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