臺灣博碩士論文加值系統

直播購物與以往的網路購物體驗不同，更加注重賣家與買家之間的關係，更因為行動裝置的普及，讓許多使用者可以隨時隨地觀看線上直播，因此直播購物成為許多賣家銷售的形式。本研究以推敲可能性模式(Elaboration Likelihood Model, ELM)為理論基礎，探討在線上直播環境下，買家如何透過中央路徑(直播主產品論述品質)及周邊路徑(來源可信度)，形成對直播賣家的信任，並了解在產品稀少性及產品涉入高低程度調節下，對於信任的影響，以及透過信任所產生之忠誠意圖。研究結果總共獲得377份有效完整數據，使用迴歸分析探究兩路徑下觀眾對直播主的信任影響。
研究結果發現：(1) 直播環境中，影響觀眾對直播主信任及忠誠意圖的評估資訊以來源可信度為主要因素。(2) 不管直播主提供的產品是否具有稀少性，觀眾在評估產品資訊的過程以來源可信度為考量；其中，當產品有稀少性，觀眾透過論證質量了解產品資訊會明顯影響對直播主的信任。(3) 另外，若觀眾對於產品有高涉入程度，評估產品資訊的過程以論述品質為主；反之，若觀眾對此產品為低涉入程度，則主要考量產品資訊的過程以來源可信度為主。
本研究之發現有助於直播主了解觀眾在觀看線上直播時，透過論述品質及來源可信度來增強觀眾的信任感，此外在供給產品數量的情況及不同觀眾對於產品涉入程度不同下也會影響觀眾對於直播主的信任。

The experience when shopping in live streaming is different from the experience on the Internet. In live streaming environment, the relationship between the broadcaster and the audience is important, furthermore, more and more broadcasters demonstrate their products on live streaming with the mature of mobile device, and watching live streaming become common for people.
In this study, from the perspective of ELM, we discovered the influence on the audiences’ trusting belief toward the broadcaster between the central route and the peripheral route. And discovered the influence about audiences’ trusting belief to loyalty intention. In the research framework, the two moderating effect which indicated product scarcity and product involvement would influence the relationship in elaboration likelihood model.
According to the research results, the influence on audiences’ trusting belief and loyalty intention toward broadcasters has higher result via peripheral route rather than via central route. Especially when the product is scarcity, the audiences would evaluate the argument quality delivered from the broadcasters.
Besides, when the audiences were with high product involvement, they would evaluate the information via argument quality from the broadcaster. Also, when they were low in product involvement, the source credibility would influence they when evaluating the information from live streaming. The discovered results in this research could clarify the important variables to improve the audiences’ trusting belief toward the broadcaster when watching live streaming program.

1. Introduction 1
1.1 Research background 1
1.2 Research motivation 3
2. Literature review 4
2.1 Elaboration likelihood model (ELM) 4
2.2 Trusting belief 6
2.3 Loyalty Intention 8
2.4 Product scarcity 9
2.5 Product involvement 10
2.6 Research Hypotheses 12
3. Research method 13
3.1 Research framework 13
3.2 Experiment design and manipulation 13
3.3 Operational definition 15
3.4 Measurement 16
4. Data analysis 21
4.1 Demographics 21
4.2 Factor analysis and reliability 25
4.3 Manipulation check 27
4.4 Central route and peripheral route to trusting belief on regression analysis 28
4.5 Trusting belief to loyalty intention on regression analysis 29
4.6 Moderating effect of product scarcity on the influence of trusting belief 29
4.7 Moderating effect of product involvement on influence of trusting belief 31
4.8 Hypotheses testing result 33
5. Discussion and conclusion 34
5.1 Discussion 34
5.2 Research limitations 35
6. Contribution and implications 37
References 39
Appendix 47

Reference in Chinese
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