政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153184
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113311/144292 (79%)
Visitors : 50924239      Online Users : 919
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/153184


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/153184


    Title: 直播商務之消費者購買決策分析 — 以蝦皮直播為例
    Analysis of Consumer Purchase Decisions in Live-Stream Commerce: A Case of Shopee Live
    Authors: 林軒弘
    Lin, Hsuan-Hung
    Contributors: 白佩玉
    Pai, Pei-Yu
    林軒弘
    Lin, Hsuan-Hung
    Keywords: 直播商務
    媒體豐富性
    訊息性支持
    情感性支持
    稀缺性
    購買意願
    Live-stream commerce
    Media richness
    Informative support
    Emotional support
    Scarcity
    Purchase intention
    Date: 2024
    Issue Date: 2024-09-04 14:11:14 (UTC+8)
    Abstract: 隨科技發展，今日消費者可選擇的購買管道愈來愈多樣，其中，直播購物以其便利性和娛樂性成為許多消費者滿足購物和娛樂需求的選擇之一。本研究選定由電商平台發展的直播商務，並以蝦皮直播為研究個案，探討觀看直播的消費者購買決策過程以及其影響因素。希望針對蝦皮直播的未來發展，包括直播主如何提升觀看率與銷售表現給予建議。
    本研究根據媒體豐富性理論、訊息性支持、情感性支持、稀缺性等理論，以「直播平台」、「直播主」、「直播間內情境因素」三大向去分析相關的消費者感知屬性，釐清各項消費者感知屬性與購買意願之間的關係。本研究採質化研究中的深度訪談法，運用半結構式訪談法收集消費者的感受與想法，歸納消費者購買意願如何受到直播平台、直播主、直播間內情境因素影響。重要研究結果如下：
    一、平台功能性會促進媒體豐富性，而媒體豐富性可向影響購買意願。
    二、直播主可信度高，則消費者會感受較強烈的訊息性支持，並向影響購買意願。
    三、直播間內的互動性，不論是來自直播主與觀眾間的互動或者是來自觀眾彼間的互動，對於個人購買意願並無實質影響。
    四、有限的購買考慮時間所造成的時間稀缺性，對購買意願無實質影響，但優惠數量有限所造成的數量稀缺性則向影響購買意願。
    五、直播商務對消費者之關鍵價值為「透過即時獲得豐富資訊來降低資訊蒐集成本」以及「透過優惠的購價省下金錢支出」。
    最後，本研究針對直播平台及直播主分別提出實務建議，期望可對未來相關研究有所助益。
    As technology advances, consumers today have a growing array of purchasing channels to choose from. Among these channels, live-stream shopping has gained popularity among consumers for its convenience and entertainment value, serving as a preferred option for both shopping and leisure activities. Live-stream commerce can manifest in many forms, and this study focuses on live-stream commerce that is broadcasted on e-commerce platforms. The researcher takes Shopee Live as an example to investigate the consumer purchasing decision-making process, as well as the influencing factors of this process. This study aims to provide recommendations for the future development of Shopee Live, including how live-stream hosts can enhance viewership and improve sales performance.

    Based on theories such as media richness theory, informational support, emotional support, and scarcity, this study analyzes relevant consumer perceived attributes by examining three major dimensions: live-streaming platform, live-stream hosts, and contextual factors within live-streams. The goal is to elucidate the relationships between various consumer perceived attributes and purchase intention. Qualitative research methods, specifically in-depth interviews, were employed in this study to collect consumers' feelings and thoughts. The findings aim to summarize how consumers' purchase intentions are influenced by factors such as the live-streaming platform, live-stream hosts, and contextual factors within live-streams. The important findings of this study are as follows:

    1. Live-streaming platform functionality promotes media richness, which positively influences purchase intentions.
    2. Higher credibility of live-stream hosts leads to a stronger perception of informational support by consumers, which positively influences purchase intentions.
    3. The interactivity within the live-streams, whether it is interaction between live-stream hosts and viewers or merely among viewers, does not have a substantial impact on individual purchase intention.
    4. Time scarcity during the purchase consideration period does not have a substantial impact on purchase intentions, whereas quantity scarcity during limited promotional offers positively influences purchase intentions.
    5. The key values of live-stream commerce for consumers are "the cost reduction in information collection" and "saving money through discounted prices."

    Finally, the researcher provides practical recommendations for live-streaming platforms and live-stream hosts respectively with the aim of contributing to future research in this field.
    Reference: 一、中文文獻
    1. 毛介文 (2022)。電商平台直播互動性對消費者購買意願之影響—以蝦皮為例〔未出版之碩士論文〕 。東吳大學企業管理研究所。
    2. 李文瑞、張嘉雯、楊佳瑀 (2022)。網路直播購物平台因素、直播主特質與直播內容對消費者情緒與衝動性購買行為影響之探究。北商學報 ，40，23-52。
    3. 吳宗倫 (2022)。直播主知覺有用性與直播主可信度對於觀眾持續使用意願之研究— 以 Twitch 直播平台為例〔未出版之碩士論文〕 。銘傳大學企業管理研究所。
    4. 長安雅代 (2022)。韓國服飾直播代購之影響因素：社交顧客旅程觀點〔未出版之碩士論文〕。國立政治大學企業管理研究所。
    5. 林金定、嚴嘉楓、陳美花 (2005)。質性研究方法：訪談模式與實施驟分析。身心障礙研究季刊 ，3(2)，122-136。
    6. 張怡玲 (2023)。直播主特質認知與產品品牌知名度對消費者購買意願影響性之研究—以蝦皮電商直播平台為例〔未出版之碩士論文〕。銘傳大學新媒體暨傳播管理研究所。
    7. 張祐禎 (2015)。探討代言人可信度、品牌形象與消費者購買意願之關係—以五月天代言 HTC 為例〔未出版之碩士論文〕。實踐大學企業管理研究所。
    8. 張愛華、蕭丞傑 (2012)。消費者行動服務使用意願之研究：跨服務與跨使用者之比較。中山管理評論 ，20(2)，603-635。
    9. 薛宇珊 (2005)。大學生對電視新聞主播形象之評估〔未出版之碩士論文〕。國立政治大學新聞研究所。
    10. 謝均鴻 (2018)。影響消費者對直播商務購買意圖之研究〔未出版之碩士論文〕。
    國立中興大學資訊管理研究所。

    二、英文文獻
    1. Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages. Journal of Advertising, 40(3), 19-30.
    2. Barone, M. J. & Roy, T. (2010). The effect of deal exclusivity on consumer response to targeted price promotions: a social identification perspective. Journal of Consumer
    Psychology, 20(1), 78-89.
    3. Beatty, S.E. (2002). Impulse buying: modeling its precursors. Journal of Business Retailing, 74(2), 169-191.
    4. Cai, J., & Wohn, D. Y. (2019). Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers' Motivations [Conference presentation]. Hawaii International Conference on System Sciences (HICSS), Hawaii, United States.
    https://scholarspace.manoa.hawaii.edu/server/api/core/bitstreams/0615ffa9-ec79-487a-bb9b-a325f29ecdb5/content
    5. Cao, X., & Zhang, J. (2011). Examining the formation of individual's perceived diversity and social capital in social network sites: A social identity perspective. Computers in Human Behavior, 27(2), 755-769.
    6. Chandrruangphen, E., Assarut, N., & Sinthupinyo, S. (2022). The effects of live streaming attributes on consumer trust and shopping intentions for fashion clothing. Cogent Business & Management, 9(1).
    7. Chen, H., Zhang, S., Shao, B., Gao, W., & Xu, Y . (2021). How do interpersonal interaction factors affect buyers' purchase intention in live stream shopping? The mediating effects of swift guanxi. Internet Research, 32(1), 335-361.
    8. Chen, J., & Shen, X. L. (2015). Consumers' decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64.
    9. Cohen, S. & Wills, T. A. (1985). Stress, social support, and the buffering hypothesis. Psychological Bulletin, 98(2), 310-357.
    10. Dachyar, M., & Banjarnahor, L. (2017). Factors influencing purchase intention towards consumer-to-consumer e-commerce. Intangible Capital, 13(5), 946-966.
    11. Daft, R.L. & Lengel, R.H. (1986). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554–571.
    12. Eagly, A. H. & Chaiken, S. (1993). The Psychology of Attitudes (1st, Fort Worth). TX: Harcourt Brace Jovanovich College Publishers.
    13. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27(1), 51-90.
    14. Laderchi, E. & Battistini, F. (2021). Impulse Buying Behaviour and Post-Purchase Regret An investigation on Emotion-Sensing Technology as a means to diminish the regret arising from retail therapy in sad consumers. [Unpublished master’s thesis]. Copenhagen Business School.
    https://research-api.cbs.dk/ws/portalfiles/portal/68334136/1151165_Elisa_Laderchi_F
    abiola_Battistini_Master_Thesis.pdf
    15. Eroglu, S.A., Machleit, K.A., & Davis, L.M. (2001). Atmospheric qualities of online retailing: a conceptual model and implications. Journal of Business Research, 54(2), 177-184.
    16. Eroglu, S.A., Machleit, K.A., & Davis, L.M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150.
    17. Fazio, R. H. & Zanna, M. P. (1978). Attitudinal qualities relating to the strength of the attitude-behavior relationship. Journal of Experimental Social Psychology, 14(4), 398-408.
    18. Fishbein, M. & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research (1st, Reading). MA: Addison-Wesley.
    19. Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63–71.
    20. Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54.
    21. Guan, Z., Hou, F., Li, B., Chong, A.Y., & Phang, C.W. (2019). What Encourages Purchase of Virtual Gifts in Live Streaming: Cognitive Absorption, Social Experience and Technological Environment. International Conference on Interaction Sciences, Munich, Germany.
    https://www.semanticscholar.org/paper/What-Encourages-Purchase-of-Virtual-Gifts-in-Live-Guan-Hou/ea916d95a8750de7bf8c22df9041d267ac822c0c
    22. Gur, S., Blanchard, A. L., & Walker, L. S. (2016). Impacts on society: Informational and socio-emotional support in virtual communities and online groups. Analyzing Digital Discourse and Human Behavior in Modern Virtual Environments, 181-195.
    23. Ha, L., & James, E., L. (1998). Interactivity reexamined: A baseline analysis of early business web sites. Journal of Broadcasting & Electronic Media, 42(4), 457-474.
    24. Hamilton, W.A., Garretson, O., & Kerne, A. (2014). Streaming on Twitch: Fostering Participatory Communities of Play Within Live Mixed Media [Conference presentation]. The SIGCHI Conference on Human Factors in Computing Systems, Toronto, Canada.
    25. Hasim, M. A., Shahrin, M., Wahid, R. B., Shamsudin, M. F. (2020). A review on media richness affecting purchase intention on Instagram: the mediating role of brand royalty. International Journal of Psychosocial Rehabilitation, 24(7), 3894-3902.
    26. Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and Persuasion. CT: Yale University Press.
    27. Iyer, E.S. (1998), Unplanned purchasing: knowledge of shopping environment and time pressure. Journal of Retailing, 65(1), 40-57.
    28. Jang, W. E., Ko, Y. J., Morris, J. D., & Chang, Y . (2015). Scarcity message effects on consumption behavior: limited edition product considerations. Psychology & Marketing, 32(10), 989-1001.
    29. Kramer, A. D., Guillory, J. E., & Hancock, J. T. (2014). Experimental evidence of massive-scale emotional contagion through social networks. Proceedings of the National Academy of Sciences, 111(24), 8788-8790.
    30. Kristofferson, K., McFerran, B., Morales, A. C., & Dahl, D. W. (2017). The dark side of scarcity promotions: how exposure to limited-quantity promotions can induce aggression. Journal of Consumer Research, 43(5), 683-706.
    31. Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming based on the stimulus-organism-response framework. Information, 12(6), 241.
    32. Li, B., Hu, M., Chen, X., Lei, Y . (2021). The moderating role of anticipated regret and
    product involvement on online impulsive buying behavior. Frontiers in Psychology, 12: 732459.
    33. Li, Y., Li, H., & Zhang, J. (2015). Effects of emotional support on consumer purchase intention: A moderated mediation model of perceived value. Journal of Business Research, 68(11), 2266-2272.
    34. Liang, T. P., Ho, Y. T., Li, Y. W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69-90.
    35. Liu, F., & Huang, M. H. (2017). The effects of informational support in online brand communities on consumer purchase intentions. Internet Research, 27(2), 373-392.
    36. Lu, B. & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: an uncertainty reduction rerspective, Information & Management, 58(7), 103509.
    37. Lu, C. B. & Huang, C. F. (2014). The influence mechanism of time pressure with need for cognitive closure on undoing regrets arising in decision-making of sales promotion. Business and Management Journal, 3, 145-158.
    38. Manganari, E. E., Siomkos, G. J., Rigopoulou, I. D., & Vrechopoulos, A. P. (2011). Virtual store layout effects on consumer behaviour: Applying an environmental psychology approach in the online travel industry. Internet Research, 21(3), 326-346.
    39. McCroskey, J. C. (1966). Scales for the measurement of ethos. Speech Monographs, 33(1), 65-72.
    40. McCroskey, J. C., & McCain, T. A. (1974). The measurement of interpersonal attraction. Speech Monographs, 41(3), 261-266.
    41. Mcknight, D. H., & Chervany, N. L. (2001). Trust and distrust definitions: One bite at a time. Trust in Cyber-societies, 2246, 27-54. Berlin: Springer.
    42. Minichiello, V., Aroni, R., Timewell, E. & Alexander, L. (1995). In-depth Interviewing (2nd Edition). South Melbourne: Longman.
    43. Mummalaneni, V. (2005), An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviors. Journal of Business Research, 58(4), 526-532.
    44. Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46–54.
    45. Ommen, O., Janssen, C., Neugebauer, E., Bouillon, B., Rehm, K., Rangger, C., . . . Pfaff,
    H. (2008). Trust, social support and patient type—Associations between patients perceived trust, supportive communication and patients preferences in regard to paternalism, clarification and participation of severely injured patients. Patient Education and Counseling, 73(2), 196-204.
    46. Park, H. J. & Lin, M. L. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 101934.
    47. Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134.
    48. Rudkowski, J., Heney, C., Yu, H., Sedlezky, S., & Gunn, F. (2019). Here today, gone tomorrow? mapping and modeling the pop-up retail customer journey. Journal of Retailing and Consumer Services, 54(4), 101698.
    49. Scheibe, K., Fietkiewicz, K. J., & Stock, W. G. (2016). Information behavior on social live streaming services. Journal of Information Science Theory and Practice, 4(2), 6-20.
    50. Shumaker, S. A. & Brownell, A. (1984). Toward a theory of social support: closing conceptual gaps. Journal of Social Issues, 40(4), 11-36.
    51. Sukrat, S., Mahatanankoon, P., & Papasratorn, B. (2018). The driving forces of C2C social commerce in Thailand: a developing framework. KnE Social Sciences & Humanities, 3(1), 108-118.
    52. Sylaska, K. M., & Edwards, K. M. (2014). Disclosure of intimate partner violence to informal social support network members: A review of the literature. Trauma, Violence, & Abuse, 15(1), 3-21.
    53. Taylor, S. & Todd, P. A. (1995). Assessing IT usage: the role of prior experience. MIS Quarterly, 19(4), 561-570.
    54. Uzun, Ö., Yıldırım, V., & Uzun, E. (2016). Habit of using the social media and correlation of social media addiction, self esteem, perceived social support in adolescent with attention deficit hyperactivity disorder. Turkish Journal of Family Medicine & Primary Care, 10(3), 142-147.
    55. Wang, Y., & Hajli, M. N. (2014). Co-creation in branding through social commerce: The role of social support, relationship quality and privacy concerns. Americas Conference on Information Systems, Savannah, GA.
    https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2449127
    56. Wang, X., Aisihaer, N., & Aihemaiti, A. (2022). Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions. Journal Frontiers in Psychology, 13: 1021256.
    57. Williams, M. (1997). Social Surveys: Design to Analysis. Social Research Issues, Methods and Process. 89-119. Buckingham: Open University Press.
    58. Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing Management, 36(5-6), 488-518.
    59. Yang, S., Song, Y., & Tong, S. (2017). Sustainable retailing in the fashion industry: a systematic literature review. Sustainability, 9(7): 1266.
    60. Ye, M. & Chai, C. T. (2022). A stimulus-organism-response (S-O-R) framework for live streaming commerce with a socio-technical perspective. International Journal of Arts and Social Science, 5(4), 118-140.

    三、網路文獻
    1. 大林廣樹(2023)。直播帶貨在日本，野蠻生長還是水土不服？。日本經濟新聞網中文版 。取自：https://zh.cn.nikkei.com/industry/tradingretail/53886-2023-11-27-05-00-38.html?start=1。搜尋日期：2024 年 6 月 14 日。
    2. 中央社(2023)。直播電商新趨勢！網紅行銷平台解碼直播主、網紅和團購主差異。取自：https://www.cna.com.tw/postwrite/chi/354488。搜尋日期：2024 年 5 月 14 日。
    3. 台北市廣告代理商業同業公會(2021)。疫情下的趨勢：跨境直播電商。取自：
    http://www.taaa.org.tw/news/article/7915。搜尋日期：2024 年 5 月 12 日。
    4. 朱訓麒(2024)。直播帶貨為何更容易銷售？。工商時報。取自：
    https://www.ctee.com.tw/news/20240219700084-439901。搜尋日期：2024 年 5 月 2 日。
    5. 林芷圓(2023)。搶食+1 直播帶貨 450 億商機！直播主生存率不到 2%、過 3 關才能活⋯。商業周刊。取自：https://www.businessweekly.com.tw/business/blog/3013236。搜尋日期：2024 年 5 月 13 日。
    6. 林彥君(2017)。momo 晉級內容電商 跨屏串流直播網紅知名度Ｘ平台公信力衝出業績最高峰。財訊。取自：https://www.wealth.com.tw/articles/fc8fa93a-2f69-467a-a0ac-48dcadc5976b。搜尋日期：2024 年 5 月 16 日。
    7. 林淑惠(2024)。momo 直播下半年遍地開花。IEK 產業情報網。取自：
    https://ieknet.iek.org.tw/ieknews/news_open.aspx?actiontype=ieknews&indu_idno=0&nsl_id=025ba0ef988249e9b1ae775f5d3a28a1。搜尋日期：2024 年 5 月 15 日。
    8. 東森國際(2020)。智慧科技生活服務事業群。東森國際。取自：
    https://www.emic.com.tw/upload/2020_04_22_0553380.pdf。搜尋日期：2024 年 5 月 2 日。
    9. 田智弘(2017)。T2O、直播電商 新模式興起。中時新聞網 。取 自 http://www.chinatimes.com/newspapers/20170618000134-260204。搜尋日期：2024 年 5 月 4 日。
    10. 胡自立(2017)。網紅經濟下國際直播平台營運模式分析。財團法人資訊工業策進會。取自：https://www.iii.org.tw/Focus/FocusDtl.aspx?f_type=1&f_sqno =OV6964m3dk84zPB9lxQ0CA__&fm_sqno=12。搜尋日期：2024 年 5 月 15 日。
    11. 張元祥(2006)。營收不再成長－東森購物如何 Show me the money?。遠見。取自：
    https://www.gvm.com.tw/article/10750。搜尋日期：2024 年 5 月 10 日。
    12. 陳又嘉(2024)。直播代購變身購物達人 助力消費者告別選擇困難。工商時報。取自：https://www.ctee.com.tw/news/20240614701058-431207。搜尋日期：2024 年 6 月 16 日。
    13. 馮景青(2014)。調查：台灣智慧行動裝置普及率近 7 成。中時新聞網。取自：https://www.chinatimes.com/realtimenews/20141229003590-260412?chdtv。搜尋日期：2024 年 5 月 1 日。
    14. 資策會產業情報研究所(2021)。【社群與通訊消費者調查系列三】超過七成網友曾觀看過商品直播 FB 與 YouTube 為最大宗 金融理財需求崛起 直播促成下單成效逐漸浮現。資策會產業情報研究所 。取自：https://mic.iii.org.tw/news.aspx?id=613。搜尋日期：2024 年 5 月 20 日。
    15. 楊鎮洲(2023)。電商「邪教」直播吸睛 結合專業選品創佳績。經濟日報。取自：
    https://money.udn.com/money/story/5635/7599146。搜尋日期：2024 年 6 月 1 日。
    16. 鄭凱揚(2024)。直播電商不是小公司專利，國際大品牌玩起來更瘋。商業周刊。取自：https://www.businessweekly.com.tw/management/blog/3015260。搜尋日期：2024 年 5 月 15 日。
    17. 劉燿瑜(2020)。一次搞懂 5G！3 大特性：高速度、低延遲、多連結。經理人。取自：https://www.managertoday.com.tw/articles/view/60321?utm_source=copyshare。搜尋日期：2024 年 5 月 11 日。
    18. 魏文郡(2023)。多管道銷售，驅動近年零售業營業額續創佳績。經濟部統計處。取自：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=15899。搜尋日期：2024 年 5 月 13 日。
    19. 謝守真(2024)。小紅書攻電商 拚直播帶貨。經濟日報 。取自：https://udn.com/news/story/7333/7997130。搜尋日期：2024 年 6 月 16 日。
    20. 嚴雅芳(2023)。富邦媒 Q2 直播觀看人數飆 13 倍 擘劃「直播電商」新藍圖。經濟日報。取自：https://money.udn.com/money/story/5612/7339702。搜尋日期：2024 年 5 月 14 日。
    21. 17 直播(2019)。17 Media 全球簽約直播主破 15,000 人 17 Media 公布《亞洲直播特色大調查》，各國直播文化大不同。17 直播 。取自：https://about.17.live/pressrelease/17-media%e5%85%a8%e7%90%83%e7%b0%bd%e7%b4%84%e7%9b%b4%e6%92%ad%e4%b8%bb%e7%a0%b415000%e4%ba%ba-17-media%e5%85%ac%e5%b8%83%e3%80%8a%e4%ba%9e%e6%b4%b2%e7%9b%b4%e6%92%ad%e7%89%b9%e8%89%b2%e5%a4%a7/?lang=zh-hant。搜尋日期：2024 年 5 月 11 日。
    22. Andrew Hutchinson. (2021). Facebook Shares New Insights Into Emerging Trends in eCommerce and Digital Engagement [Infographic]. Industry Dive. Retrieved May 21, 2024, from https://www.socialmediatoday.com/news/facebook-shares-new-insights-into-emerging-trends-in-ecommerce-and-digital/593339/
    23. Keanky Liu & Kristen Lu(2021)。直播商務浪潮來襲！掌握直播購物脈動。取自：
    https://www.gosurvey.com.tw/uploads/insight/tw/gosurveyinsight_20211201.pdf。搜尋日期：2024 年 6 月 14 日。
    24. George, S. (2020). How live streaming is changing ecommerce shopping. Fortunesoft. Retrieved June 17, 2024, from: https://www.fortunesoftit.com/live-streaming-changing-ecommerce-shopping/
    25. Hami 書城(2022)。一次看懂直播電商業績破億密碼。取自：https://blog.hamibook.com.tw/%E5%95%86%E7%AE%A1%E7%90%86%E8%B2%A1/%E4%B8%80%E6%AC%A1%E7%9C%8B%E6%87%82%E7%9B%B4%E6%92%AD%E9%9B%BB%E5%95%86%E6%A5%AD%E7%B8%BE%E7%A0%B4%E5%84%84%E5%AF%86%E7%A2%BC/?p=176176。搜尋日期：2024 年 5 月 15 日。
    26. momo 富邦媒體科技股份有限公司(2024)。公司簡介。momo 官方網站。取自：https://corp.momo.com.tw/about/aboutmomo/。搜尋日期：2024 年 5 月 16 日。
    27. Partipost(2024)。品牌跟上！2024 年直播即將成為商業加速器！。取自：https://plog.tw/2024/02/06/live-stream-channels/。搜尋日期：2024 年 5 月 14。
    28. Perez, S. (2019). Amazon Live’ is the retailer’s latest effort to take on QVC with live-streamed video. TechCrunch. Retrieved June 17, 2024, from: https://techcrunch.com/2019/02/08/amazon-live-is-the-retailers-latest-effort-to-take-on-qvc-with-live-streamed-video/
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    111363073
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111363073
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

    Files in This Item:

    File Description SizeFormat
    307301.pdf6219KbAdobe PDF0View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback