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| 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. |
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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)
111363073 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363073 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
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| 307301.pdf | | 6219Kb | Adobe PDF | 0 | View/Open |
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