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| Title: | 直播主與直播電商特徵對消費者衝動性購買意圖之影響
The role of broadcaster and live streaming commerce characteristics on customer`s impulsive buying intention |
| Authors: | 陳毓航
Chen, Yu-Hang |
| Contributors: | 洪為璽
Hung, Wei-Hsi
陳毓航
Chen, Yu-Hang |
| Keywords: | 直播電商
心流理論
信任
衝動購買意圖
S-O-R理論
Live streaming commerce
Flow theory
Trust
Impulsive buying intention
S-O-R theory |
| Date: | 2023 |
| Issue Date: | 2023-07-06 15:09:04 (UTC+8) |
| Abstract: | 隨著新冠疫情的爆發與媒體技術的蓬勃發展，直播電商(Live Streaming Commerce)作為一種新型態的銷售模式，其市場在近幾年有了飛快的成長。直播 電商的出現不僅提供了消費者更為真實的購物體驗之外，也讓購物過程變得更具 互動性與娛樂性。根據市場調查，許多消費者們認為衝動購買是直播電商中一個 很重要的問題，然而過往的研究主要專注在消費者使用直播電商的動機、顧客投 入以及影響購買意圖的因素，在衝動購買上的研究較少被討論。因此本研究以 S- O-R 理論作為研究框架，從直播主特徵與直播電商特徵兩個面向探討對消費者衝 動購買意圖的影響。本研究透過 427 位曾經使用過直播電商使用者的調查，來驗 證本研究提出的模型和假設。研究結果顯示，直播主特徵(專業性、相似性、情緒 感染力)與直播電商特徵(資訊性、娛樂性、互動性、偶遇性)是影響消費者信任與 心流體驗的重要因素，而信任與心流體驗對衝動購買意圖有正向顯著的影響。本 研究延伸了直播電商的研究，並拓展了心流理論的研究範圍，上述研究結果可作為在直播電商中類似研究的參考依據，並提供直播主在經營直播上的一些參考。
With the outbreak of the COVID-19 pandemic and the flourishing development of media technology, Live streaming commerce has emerged as a new form of sales model, and its market has experienced rapid growth in recent years. Live streaming commerce not only provides consumers with a more authentic shopping experience but also makes the shopping process more interactive and entertaining. According to market research, many consumers consider impulse buying to be a significant issue in live streaming commerce. However, previous studies have mainly focused on consumer motivations, customer engagement, and factors influencing purchase intentions, with less attention given to research on impulse buying. Therefore, this study adopts the S- O-R (Stimulus-Organism-Response) theory as a research framework to examine the influence of two aspects, namely the characteristics of streamer and the characteristics of live streaming commerce, on consumers` impulse buying intentions. This study validated the proposed model and hypotheses through a survey of 427 users who have used live streaming commerce before. The results of the study indicate that the characteristics of streamer (Expertise, Similarity, Emotional Contagion) and the characteristics of live streaming commerce (Informativeness, Entertainment, Interactivity, Serendipity) are important factors influencing consumer trust and flow experience. Additionally, trust and flow experience have a significant positive impact on impulse buying intentions. This study extends the research on live streaming commerce and expands the scope of flow theory. The aforementioned research findings can serve as a reference for similar studies in the field of live streaming commerce and provide insights for streamers in managing their live streams. |
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| Description: | 碩士
國立政治大學
資訊管理學系
109356041 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109356041 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
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Files in This Item:
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Description |
Size | Format | |
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| 604101.pdf | | 2590Kb | Adobe PDF2 | 0 | View/Open |
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