臺灣博碩士論文加值系統

隨著科技的進步，網路的應用越來越普及，進而促進了網路直播技術的蓬勃發展，各大社群網站也趁勢新增直播的功能，藉由消費者瀏覽社群網站時，應用直播拍賣的新興商業手法來吸引消費者。2015年臉書開始使用直播功能，在直播的過程中，觀眾能夠在直播影片上直接留言與直播主進行即時的互動，臉書的直播平台因而成為許多不同行業業者的銷售管道。直播功能從一開始的遊戲實況轉播，藝人以及網紅的直播分享，一直到現在許多業者看準了網路直播的商機，紛紛投入創業，透過直播的方式來拍賣、販售商品，不定時打開社群網站，都可看到許多人分享、按讚直播拍賣的影片，並且在線上進行購物的現象。
本研究將探討直播主特質的五項構面，以及直播媒體製播特質的三項構面，是否會對消費者觀看直播影片之態度有所影響，進而增強購買意願。本研究使用問卷調查進行研究，總計回收352筆有效樣本，透過PLS路徑分析檢定後發現：直播主特質的可靠性、專業性和直播媒體製播特質的互動性、表演性、活力等構面對消費者觀看臉書直播影片之態度是有顯著影響的，進而增強消費者的購買意願。而研究中亦發現，高度附和的從眾行為以及直播環境專業度將會產生部分調解效果，強化對態度的正向影響。本研究將於文末討論學術、管理意涵並提出具體建議。

With the advancement of technology, the increasing popularity of Internet applications, which promotes the live streaming technology flourish. The major community website has also added to the live streaming functions to attract consumers by using the emerging business methods of the live streaming auction when consumers browse social networking sites. In 2015, Facebook has been created the live streaming function. During the live streaming, the viewers can instantly chat and interact with the live streamers immediately. Therefore, Facebook’s live streaming platform has become the sales on one of the channel of various industries. The live streaming function starts from the live games streamer, artists and Internet celebrities live sharing. In addition, many operators saw the business opportunities of the live streaming shopping and started their own businesses, they have auction and sell their products through the live streaming. Whenever you open the community website, you can see many people sharing their videos of the live streaming auction and conduct shopping online.
This study will explore the five facets of the live streamer features as well as the three facets of the live media production characteristics. Whether it will affect the attitude of consumers watching live streaming films. As a result of their Purchase Intention will be generated. We used a questionnaire survey to collect 352 samples.
Through analysis the following results were found by PLS calibration: Among them, the Trustworthiness and Expertise of the live streamer features, and the Interactiviting, Performativing, Liveliness of the live media production characteristics, have a significant impact on consumers' attitude towards Facebook’s live streaming, and enhancing the consumer's Purchase Intention.The study also found that highly attached conformity behavior, and the live environment professionalism will produce partial mediation effects and strengthen the positive impact on attitudes.The discussion about the academic and management meaning and the suggestions for businesses as the references will appear at the end of this study.

中文摘要 i
Abstract ii
誌謝 iv
目錄 vi
表目錄 ix
圖目錄 xi
第一章　緒論 1
1.1 研究背景 1
1.2 研究動機 5
1.3 研究目的 7
1.4 研究流程 7
第二章　文獻探討 10
2.1 直播 10
2.1.1 網路直播 10
2.1.2 台灣直播 17
2.1.3 臉書直播 20
2.1.4直播電商 23
2.2 網路拍賣的起源與定義 26
2.2.1 拍賣 26
2.2.2 拍賣制度 27
2.2.3 拍賣的架構 30
2.2.4 網路拍賣 32
2.3 直播主持人 36
2.4 態度 41
2.5 購買意願 44
2.5.1 購買意願定義 44
2.5.2 購買意願的特性 46
2.5.3 購買意願的衡量 48
第三章　研究方法 50
3.1 研究架構 50
3.2 研究模型 50
3.3 研究假說 51
3.3.1 直播主特質會影響消費者對直播影片之態度 51
3.3.2 直播媒體製播特質會影響消費者對直播拍賣影片的態度 53
3.3.3 消費者對直播拍賣影片之態度會影響其購買意願 54
3.3.4 調節效果 55
3.4 操作型定義與衡量 57
3.4.1 自變數之操作型定義與衡量 57
3.4.2 中介變數之操作型定義與衡量 59
3.4.3 應變數之操作型定義與衡量 60
3.4.4 調節變數之操作型定義與衡量 61
3.5 研究設計 63
3.6 資料分析方法 64
第四章　資料分析 68
4.1 前測 68
4.2 資料蒐集 73
4.3 敘述性分析 73
4.4 信度與效度分析 81
4.4.1 信度分析 81
4.4.2 效度分析 82
4.5 各構面敘述性統計分析 87
4.6 假說檢定 94
4.6.1 研究模型路徑檢定分析 94
4.6.2 假說檢定結果 96
4.6.3 高度線上即時互動、高度附和的從眾行為、直播環境專業度、加碼促銷或贈品優惠之調節檢定 99
4.7 探索性分析 108
第五章　資料分析 111
5.1 綜合討論 111
5.1.1 消費者觀看直播影片態度之影響 113
5.1.2 購買意願之影響 115
5.1.3 調節變數對研究模型各條路徑之調節效果 116
5.1.4 直播主特質與直播媒體製播特質的二階模型探索性分析之討論 120
5.2 學術意涵 121
5.3 管理意涵 122
5.4 研究限制 124
5.5 未來研究建議 124
參考文獻 126
中文文獻： 126
英文文獻： 129
網路資料： 142
附錄一　問卷 147

中文文獻：
1.于善靜（1997）。直播衛星電視未來在台灣發展之研究。世界新聞傳播學院傳播研究所碩士論文，臺北市。
2.王春煊（2016）。以使用與滿足理論探討網路遊戲直播平台Twitch TV粉絲的持續使用意圖。南臺科技大學資訊傳播系碩士學位論文，臺南市。
3.王裕淵、游世揚、黃文政（2006）。網路拍賣平台上創業機會之研究。工業科技與管理學刊，1，125-134。
4.江允中（2018）。直播主技巧與直播效益的關係：商品類型與直播者性別、學歷及年資的交叉分析。健行科技大學企業管理系碩士論文，桃園市。
5.余家融（2018）。探討網紅在線直播之黏著度因素。東吳大學商學院資訊管理學系碩士論文，臺北市。
6.吳品秀、陳武倚（2011）。消費者參與網路團購動機之研究。資訊管理展望，13（2），99-121。
7.吳宣融（2017）。代言人可信度對消費者品牌認同之影響。真理大學企業管理學系碩士論文，臺北市。
8.李科成(2017)。直播行銷革命。商周出版，臺北市。
9.林妙雀、李建裕（2010）。吞世代青少年品牌形象及品牌態度之研究－以同儕從眾行為為干擾變數。行銷評論，7（4），525-555。
10.林妙雀、溫福星（2010）。部落格互動與社群對部落格使用者忠誠度之跨層次研究—以部落客人格特質與涉入度為干擾變數。資訊管理學報，17（3），107-130。
11.林南宏（2007）。產品知識及品牌形象對購買意願的影響－產品類別的干擾效果。行銷評論，4（4），481-504。
12.林娟娟、苗惠茹（2006）。從消費者的涉入與信任態度探討網路拍賣投標行為。台大管理論叢，17（1），167-190。
13.林娟娟、陳岱昀（2008）。網站購買意願影響因素之探討。管理與系統，15（2），209-235。
14.冒守信（2017）。品牌知名度對消費者購買意願之影響：以消費品類別之知覺價值為干擾變數。國立彰化師範大學企業管理學系行銷與流通管理碩士論文，彰化縣。
15.洪芳芷（2000）。線上拍賣網站市場分析與經營策略之研究（未出版碩士論文）。國立臺灣大學，臺北市。
16.高詩詒（2017）。網路直播：直播平台優勢、直播主吸引力、閱聽者個人動機、以及黏著度。中原大學資訊管理研究所碩士論文，桃園縣。
17.張志誠（2016）。網路直播如何發揮「洪荒之力」？。Cheers雜誌，192，50-54。
18.張添香、趙沛（2007）。拍賣網站顧客忠誠度之研究。品質學報，14（2），125-136。
19.莊受樺（2016）。代言人可信度、廣告訴求與產品認知對消費者購買意願之研究－以全視線鏡片為例。康寧學校財團法人康寧大學企業管理學系碩士論文，臺南市。
20.許士軍（1987）。新加坡消費者對不同來源地產品之知覺及態度。管理評論，6，5-23。
21.陳威珞（2012）。Justin TV網路影音直播平台使用行為研究。國立中正大學傳播學系電訊傳播研究所學位論文，嘉義縣。
22.陳建銘（2015）。遊戲直播網站忠誠度與持續使用意圖之研究：以Twitch TV為例。國立東華大學資訊管理研究所碩士論文，花蓮縣。
23.陳順宇（2000）。多變量分析，二版。臺北市：華泰書局。
24.黃博億、柯婉婷、廖宜珈（2016）。遠距離的參與－電視直播以及網路直播的使用與滿足研究。「2016 中華傳播年會」發表之論文，嘉義縣中正大學。
25.楊文菁（2004）。消費性網路競標策略之影響因素。國立中山大學傳播管理研究所碩士論文，高雄市。
26.趙曼汝（2018）。破解「私訊」文化，有人情味，才賣的動。天下雜誌，640，96-100。
27.鄭佳興（2017)。臉書直播主的互動模式與印象管理之研究。世新大學公共關係暨廣告學系(所)碩士學位論文，臺北市。
28.魯一璇（2019）。以延伸整合型科技接受模式、直播主來源可信度及社會臨場感探討臉書直播觀眾的持續使用意圖-以五大人格特質為調節變項。輔仁大學大眾傳播學研究所碩士論文，新北市。
29.蕭文龍（2013）。統計分析入門與應用：SPSS中文版+PLS-SEM(SmartPLS)，初版。台北：碁峰。
30.龍裕鴻（2016）。我播故我在：網路影音直播主之對話性探討。國立中山大學行銷傳播管理研究所碩士論文，高雄市。
31.謝忠政（2011）。影響再購意願因素之探討-以涉入為干擾變數並以隱形眼鏡為例。國立高雄應用科技大學企業管理系碩士在職專班碩士論文，高雄市。
32.蘇思云（2018）。造節＋狂歡派對，讓人買到停不下來。Cheers雜誌，217，84-87。
33.蘇鈺翔（2018）。互動性、沉浸經驗、黏著度與直播主吸引力之關係。世新大學企業管理所碩士論文，臺北市。
34.龔鉑洋（2016）。直播營銷的場景革命。北京：精華大學出版社。

英文文獻：
1.Adams, J., & Davis, G. (1997). Are Internet Surveys Ready for Prime Time. Marketing News, 31(8), 31-32.
2.Ajzen, I. (1991). The Theory of Planned Behaviour. Organ. Behav. Hum. Decis. Process. 50(2), 179-211.
3.Allen, V. L.(1965). Situational Factors in Conformity. Berkowitz (Ed.), Advances in Experimental Social Psychology (2). New York, NY: Academic Press.
4.Armstrong, A., & Hagel, J. (2000). The Real Value of Online Communities, Knowledge and Communities, 7(3), 85-95.
5.Asch, S. E. (1951). Effects of Group Pressure on the Modification and Distortion of Judgments. Journal of Marketing Research, 16, 394-400.
6.Assael, Henry. (1968). The Political Role of Trade Associations in Distributive Conflict Resolution. Journal of Marketing, 32(2), 21-28.
7.Ba, S., Whinstonb, A. B., & Zhang, H. (2003). Building Trust in Online Auction Markets Through an Economic Incentive Mechanism. Decision Support Systems. 35 (3), 273-286.
8.Bapna, R., Goes, P., & Gupta, A. (2001). Comparative Analysis of Multi-Item Online Auctions: Evidence From the Laboratory. Decision Support Systems, 32(2), 135-153.
9.Beam, C., & Segev, A. (1997). Automated Negotiations: A Survey of the State of the Art. Wirtschaftsinformatik, 39(3), 263-268.
10.Beam, C., & Segev, A. (1998). Auctions on the Internet: A Field Study. Unpublished Manuscript, Haas School of Business University of California, Berkeley, 11, 1-30.
11.Bell, D. E., & Schleifer Jr, A. (1999). Decision Making Under Uncertainty, 李茂興、劉原彰（譯），不確定情況下的決策。新北市：弘智文化出版。
12.Bichler, M., Beam, C., & Segev, A. (1998). Service of a Broker in Electronic Commerce Transactions. Electronic Markets. 8(1), 27-31.
13.Bierman, H. S., & Fernandez, L. F. (1998). Game Theory with Economic Applications: Addison Wesley.
14.Biswas, A. (1992). The Moderating Role of Brand Familiarity in Reference Price Perception. Journal of Business Research, 25(3), 251-262.
15.Blackwell R., Miniard P., & Engel J.(2001). ConsumerBehavior, 9th ed., Ohio:Mile Roche.
16.Booth-Butterfield, M., Booth-Butterfield, S., & Wanzer, M. (2007). Funny Students Cope Better: Patterns of Humor Enactment and Coping Effectiveness. Communication Quarterly, 55(3), 299-315.
17.Breen, M. J. (2007). Mass Media and New Media Technologies. Media Studies: Key Issues & Debates, 55-77.
18.Burke, R. R. (1997). Do You See What I See? The Future of Virtual Shopping. Journal of the Academy of Marketing Science t, 25(4), 352-360.
19.Byrne, M. E., Groover, A. T., Fontana, J. R. & Martienssen, R. A. (2003). Phyllotactic Pattern and Stem Cell Fate are Determined by the Arabidopsis Homeobox Gene BELLRINGER. Development, 130(17), 3941-50
20.Campbell, L., & Diamond, W. (1990). Framing and Sales Promotions: The Characteristics of a “Good Deal”. Journal of Consumer Marketing, 7(4), 25-31.
21.Carr, C. T., & Walther, J. B. (2014). Increasing Attributional Certainty via Social Media: Learning About Others One Bit at a Time. Journal of Computer‐Mediated Communication, 19(4), 922-937.
22.Cesar, P., & Geerts, D. (2011). Understanding Social TV: a survey. Networked and Electronic Media Summit (NEM Summit 2011), Torino, Italy.Xu, Chenyan; Ryan, Sherry.
23.Chen, Mei-Fang (2007). Consumer Attitudes and Purchase Intentions in Relation to Organic Foods in Taiwan: Moderating Effects of Food-related Personality Traits. Food Qual. Prefer. 18, 1008-1021.
24.Chin, W. W. (2004). Frequently Asked Questions Partial Least Squares and Pls-Graph, from http://disc-nt.cba.uh.edu/chin/plsfaq.htm, accessed 28/05/2019.
25.Corner, J. (1995). Television Form and Public Address. London: Arnold.
26.Cramton, P. (1998). Ascending Auction. European Economic Review, 42(3), 745-756.
27.De-Magistris, T., & Gracia, A. (2016). Consumers' Willingness-to-Pay for Sustainable Food Products: The Case of Organically and Locally Grown Almonds In Spain. Journal of Cleaner Production, 118, 97-104.
28.Dodds, W.B., Monroe, K., & Grewal, D. (1991). Effect of Price, Brand and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
29.Dommeyer, C. J., & Moriarty, E. (2000). Comparing Two Forms of an E-Mail Survey: Embedded vs. Attached. International Journal of Market Research, 42(1), 39-120.
30.Efron, B. (1979). Bootstrap Methods: Another Look at the Jackknife. Annals of Statistics, 7(1), 1-26.
31.Engel, J.F., Blackwell, R. D., & Miniard., P.W. (1995). Consumer Behavior (8th ed.), New York: The Dryden Press.
32.Epstein, J., Klinkenberg, W. D., Wiley, D., & McKinley, L. (2001). Insuring Sample Equivalence Across Internet and Paper-and Pencil Assessments. Computers in Human Behavior, 17(3), 339-346.
33.Erdogan, B.Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291-314.
34.Faircloth, J. B., Capella, M., & Alford, B. L. (2001). The Effect of Brand Attitude and Rand Image on Brand Equity. Journal of Marketing Theory and Practice, 9(3), 61-75.
35.Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading. MA: Addison-Wesley.
36.Forbes S., Cohen D., Cullen R., Wratten S., & Fountain J. (2009). Consumer Attitudes Regarding Environmentally Sustainable Wine: An Exploratory Study of the New Zealand Marketplace. Journal of Cleaner Production,17(13),1195-1199.
37.Fornell, C., & Larcker, D. F., (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388.
38.Friedman, H. H., & Friedman, L. (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, 19(5), 63-71.
39.Garbarino, E., & Johnson, M. S. (2001). Effects of Consumer Goals on Attribute Weighting, Overall Satisfaction, and Product Usage. Psychology & Marketing, 18(9), 929-949.
40.Giustini, D. (2006). How Web 2.0 is Changing Medicine. BMJ, 333(7582), 1283-1284.
41.Gosserand, R. H., & Diefendorff, J. M. (2005). Emotional Display Rules and Emotional Labor: the Moderating Role of Commitment. Journal of Applied Psychology, 90(6), 1256.
42.Grove, S. J., & Fisk, R. P. (1983). The Dramaturgy of Services Exchange: an Analytical Framework for Services Marketing. Emerging Perspectives on Services Marketing, 45-49.
43.Grove, S. J., Fisk, R. P., & Dorsch, M. J. (1998). Assessing the Theatrical Components of the Service Encounter: A Cluster Analysis Examination. Service Industries Journal, 18(3), 116-134.
44.Gupta, R., Kishor, N., & Verma, D. (2017). Construction and Validation of A Five-Dimensional Celebrity Endorsement Scale: Imteroducing the PATER M. British Journal of Marketing Studies, 5(4),15-35.
45.Hair, J.F., Anderson, R.E., Tatham, R. L., & Black, W. C. (1992). Multivariate Data Analysis (3rd ed.), New York：Macmillan.
46.Hair, J.F., Anderson, R.E., Tatham, R.L.,& Black, W.C. (1998). Multivariate Data Analysis (5th ed.), Englewood Cliffs, NJ：Prentice-Hall.
47.Hamilton, W.A., Garretson, O., & Kerne, A. (2014). Streaming on Twitch: Fostering Participatory Communities of Play Within Live Mixed Media. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. ACM, New York, 1315-1324.
48.Heck E. V., & Vervest P. (1996). Web-Based Auctions: How Should the Chief Information Officer Deal with Them. Communication of the ACM, 41(6), 99-100.
49.Heck, E. V., & Ribbers P. M. (1997), Experiences with Electronic Auctions in the Dutch Flower Industry. Electronic Markets, 7(4), 29-34.
50.Hewson, C., Yule, P., Laurent, D., & Vogel, C. (2003). Internet Research Methods: A Practical Guide for The Social and Behavioral Sciences. London Sage Publications.
51.Hill, H., & Lynchehaun, F.(2002). Organic Milk: Attitudes and Consumption Patterns. Br. Food J. 104(7), 526-542.
52.Hoffman, D.L., & Novak, T.P. (1996). Marketing in Hypermedia. Computer Mediated Environments: Conceptual Foundations. Journal of Marketing, 7(60), 50-68.
53.Holt, J., Steirer, G., & Petruska, K. (2016). Introduction: the Expanding Landscape of Connected Viewing. Convergence: The International Journal of Research into New Media Technologies, 22(4), 341-347.
54.Hoyer, W. D., & Macinnis, D. J. (2001). Consumer Behavior(2nd ed.), Boston: Houghton Mifflin Company
55.Hsu, C., Chang, C., & Yansritakul, C. (2017). Exploring Purchase Intention of Green Skincare Products Using the Theory of Planned Behavior: Testing the Moderating Effects of Country of Origin and Price Sensitivity. Journal of Retailing And Consumer Services, 34,145-152.
56.Hu, M., Zhang, M., & Wang Y. (2017). Why do Audiences Choose to Keep Watching on Live Video Streaming Platforms? An Explanation of Dual Identification Framework. Computers in Human Behavior, 75, 594-606
57.Huhns, M.N., & Vidal, J.M. (1999). Online Auctions. IEEE Internet Computing. May-June, 103-105.
58.Hwang , J., Yoon , Y. S., & Park, N. Y. (2011). Structural Effects of Cognitive and Affective Responses to Web Advertisements, Website and Brand Attitudes, and Purchase Intentions: the Case of Casual-Dining Restaurants. International Journal of Hospitality Management, 30(4) , 897-907.
59.Kamins, M.A. (1989). Celebrity and Non-Celebrity Advertising in a Two Sided Context. Journal of Advertising Research, 29(3), 34-42.
60.Kang, J., Tang, L., Lee, J. Y., & Bosselman, R. H. (2012). Understanding Customer Behavior in Name-Brand Korean Coffee Shops: The Role of Self-Congruity and Functional Congruity. International Journal of Hospitality Management, 31(3), 809-818.
61.Kaufman, D. Q., Stasson, M. F., & Hart, J. W. (1999). Are the Tabloids Always Wrong or is That Just What We Think? Need for Cognition and Perceptions of Articles in Print Media. Journal of Applied Social Psychology, 29(9), 1984-1997.
62.Keller, K. L. (1993). Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
63.Kerlinger, F. N.(1986). Foundations of Behavioral Research, New York: Holt, RineHart and Winston.
64.Kim, J., & Lee, K. H. (2013). Towards a Theoretical Framework of Motivations and Interactivity for Using IPTV. Journal of Business Research, 66(2), 260-264.
65.Kim, S., Yu, E., & Jung, J. (2016). The Impact of Viewing Motivation and Social Viewing on Continued Use and Willingness to Pay in the Personal Broadcasting Service: Focused on AfreecaTV. Rev. Cult. Econ., 19(3) , 57-84.
66.Kirmani, A., Sood, S. & Bridges, S. (1999). The Ownership Effect in Consumer Responses to Brand Line Stretches. J Mark, 63(1), 88-101.
67.Klein, S. (1997). Introduction to Electronic Auctions. Electronic Markets, 7(4), 3-6.
68.Klein, S., & O’Keefe, M. (1999). The Impact of the Web on Auctions: Some Empirical Evidence and Theoretical Considerations. International Journal of Electronic Commerce, 3(3), 7-20.
69.Kline, R. (1998). Principles and Practice of Structural Equation Modeling. NY: Guilford Press.
70.Kotler, P. (2003). Marketing Management: Analysis, Planning, Implementation and Control (11th eds.), New Jesey: Prentice-Hall.
71.Krantz, J. H., Ballard, J., & Scher, J. (1997). Comparing the Results of Laboratory and World-Wide Web Samples on the Determinants of Female Attractiveness. Behavior Research Methods, Instruments, & Computers, 29(2), 264-269.
72.Kumar, M., & Feldman, S. I. (1998). Internet Auctions. Paper Presented at the USENIX Workshop on Electronic Commerce, MA: Boston, 49-60.
73.Kumar, S. D. & Kumar, V. H. (2015). Celebrity Endorser & Attitude Towards Celebrity Results in Purchase Intention – A Study with Reference to Chennai City. Scholedge International Journal of Management & Development, 2(10), 1-8.
74.Lankford, S.V., & Howard , D.R. (1994) . Developing a Tourism Impact Attitude Scale. Annuals of Tourism Research, 21(3), 121-139.
75.Lea, E., & Worsley, T.(2005). Australians' Organic Food Beliefs, Demographics and Values. Br. Food J. 107(11), 855-869.
76.Lessel, P., Mauderer, M., Wolff, C., & Krüger, A. (2017). Let's Play My Way: Investigating Audience Influence in User-Generated Gaming Live-Streams. Proceedings of the 2017 ACM International Conference on Interactive Experiences for TV and Online Video, 17, 51-63.
77.Lievrouw, L. A., & Livingstone, S. (2006). Introduction to the First Edition (2002): The Social Shaping and Consequences of ICTs. Handbook of New Media: Social Shaping and Social Consequences of ICTs. The Handbook of New Media Updated Student Edition, London: Sage, 15-32.
78.Lucking‐Reiley, D. (2000). Auctions on the Internet: What’s Being Auctioned, and How? The Journal of industrial Economics, 48(3), 227-252.
79.Magid (2017). Magid Media Futures: Digital Video, OTT, SVOD, Messaging, Social Networks, Gaming, Esports and VR. Media Futures Study 2017. Retrieved from http://www.entmerch.org/digitalema/ema-annual-digital-forum-/magid-media-futures-present.pdf.
80.Mangleburg, T.F., Doney, P.M., & Bristol, T. (2004). Shopping with Friends and Teens Susceptibility to Peer Influence. Journal of Retailing, 80(2), 101-116.
81.Martín-Santana, J., Muela-Molina, C., Reinares-Lara E., & Rodríguez-Guerra, M. (2014). Effectiveness of Radio Spokesperson’s Gender, Vocal Pitch and Accent and the Use of Music in Radio Advertising. BRQ Business Research Quarterly, 18(3), 143-160.
82.McAfee, R., & McMillan, J. (1987). Auctions and Bidding. Journal of Economic Literature, 25(2), 699-738.
83.McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321.
84.McDonald, C. G., & Slawson, V. C. Jr. (2002). Reputation in an Internet Auction Market. Economic Inquiry, 40(3), 633-650.
85.McGuire, W. J. (1969). The Nature of Attitudes and Attitude Change. in The Handbook of Social Psychology, 3th, Gardner Lindsey and Elliott Aronson, eds., Reading, MA: Addison- Wesley
86.McQuail, D. (2000). Mass Communication Theory. London: Thousand Oaks.
87.Miller, G. A., Galanter, E., & Pribram, K. (1960). Plans and the Structure of Behavior: Basic Findings and Management Implications, New York:Holt,Rinehart and Winston
88.Morse, M.(1985). Talk, Talk, Talk – the Space of Discourse in Television. Screen, 26(2), 2–15.
89.Morwitz, V. G., & Schmittlein, D. (1992). Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?　Journal of Marketing Research, 29(4), 391-405.
90.Neal, W. D. (2000). For Most Consumers, Loyalty isn't an Attitude. Marketing News, 34(8), 7.
91.Novak (1997). A New Marketing. Paradigm for Electronic Commerce. The Information Society, Special Issue on Electronic. Commerce, 13(1), 43-54.
92.Nowlis, S. M., &Itamar, S. (2000). Sales Promotions and the Choice Context as Competing Influences on Consumer Decision-Making. Journal of Consumer Psychology, 9(1), 1-16.
93.Nunnally, J.C. (1978). Psychometric Theory, New York：McGraw-Hill.
94.Oh, S.K., & Choi, H.J. (2017). Broadcasting Upon a Shooting Star: Investigating the Success of Afreeca TV's Livestream Personal Broadcast Model. Int. J. Web Based Commun, 13 (2), 193-212.
95.Ohanian, R. (1991). The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase. Journal of Advertising Research, 31(1), 46-54.
96.Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, 57(3), 25-48.
97.Palmatier, R. W., Dant, R., Grewal,D., & Evans, K. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70(4), 136-153.
98.Pinker, E. J., Seidman, A., & Vakrat. Y. (2003), Managing Online Auctions: Current Business and Research Issues. Management Science, 49(11), 1457-1484.
99.Prince, D.L. (1999) . Online Auctions at eBay. A Division of Prima Publishing.
100.Reck, M. (1997). Trading-Process Characteristics of Electronic Auction. Electronic Markets, 7(4), 17-23.
101.Rokeach, M. (1968). Beliefs, Attitudes, and Values : A Theory of Organization and Change. San Francisco/CA: Jossey-Bass.
102.Rosenberg, M. J., & C.I. Hanland. (1960). Cognitive, Affective, and Behavior Components of Attitude, in Attitude Organization and Change: An Analysis of Consistency among Attitude Components. New Haven, CT: Yale University Press.
103.Roulac, S.E. (1994). Retail Real Estate in the 21st Century: Information Technology + Time Consciousness + Unintelligent Stores = Intelligent Shopping? Not! The Journal of Real Estate Research, 9(1), 125-150.
104.Ryan, J.A. (1995). Uses and Gratifications Study of the Internet Social Interaction Site LambdaMOO: Talking with “Dinos”, Ball State University.
105.Sashi, C. M., & O’Leary, B. (2002). The Role of Internet Auctions in the Expansion of B2B Markets. Industrial Marketing and Management, 31(2), 103-110.
106.Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior (7th ed.). Wisconsin: Prentice Hall.
107.Silvera, D.H., & Austad, B. (2004). Factors Predicting the Effectiveness of Celebrity Endorsements Advertisements. European Journal of Marketing, 38(11/12), 1509-1526.
108.Sirohi, N., McLaughlin, E.W., & Wittink, D.R. (1998). A Model of Customer Perceptions and Store Loyalty Intentions for a Supermarket Retailer. Journal of Retailing, 74(2), 223-245.
109.Smith, M. A., & Leigh, B. (1997). Virtual Subjects: Using the Internet as an Alternative Source of Subjects and Research Environment. Behavior Research Methods. Instruments, & Computers, 29(4), 496-505.
110.Smith, T., Obrist, M., & Wright, P. (2013). Live-Streaming Changes the (Video) Game. Interactive TV and Video. In Proceedings of the 11th European Conference on Interactive TV and Video - EuroITV ’13 (p. 131).
111.Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M.K. (2006). Consumer Behaviour: A European Perspective, Third ed. Prentice Hall, New Jersey, 45-59.
112.Solomon, S.C., & Qian, L. (2005). Solar Extreme-Ultraviolet Irradiance for General Circulation Models. Journal of Geophysical Research, 110(A10).
113.Somnath, C. (2010). Factors Influencing Organic Food Purchase in India e Expert Survey Insights. Br. Food J. 112 (8), 902-915.
114.Song, J. H., & Zinkhan, G. M. (2008). Determinants of Perceived Web Site Interactivity. Journal of Marketing, 72(2), 99-113.
115.Spears, N., & Singh, S. N. (2004). Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66.
116.Stafford, M. R., Spears, E.N., & Hsu, C. (2003). Celebrity Images in Magazine Advertisements: An Application of the Visual Rhetoric Model. Journal of Current Issues and Research in Advertising, 25(2), 13-20.
117.Taylor, H., Bremer, J., Overmeyer, C., Siegel, J. W., & Terhanian, G. (2000). Using Internet polling to Forecast the 2000 Elections. Marketing Research, 13(1), 26-30.
118.Thurstone, L. L. (1931). The Measurement of Social Attitudes. The Journal of Abnormal and Social Psychology, 26(3), 249-269.
119.Tolson (2006). Media Talk: Spoken Discourse on TV and Radio. Location: Edinburgh University Press.
120.Tsakiridou, E., Boutsouki, C., Zotos, Y., & Mattas, K.(2008). Attitudes and Behavior Towards Organic Products: an Exploratory Study. Int. J. Retail Distrib. Manag. 36(2), 158-175.
121.Twitch (2017). Audience. Retrieved from http://twitchadvertising.tv/audience/
122.Vickrey (1961). Counterspeculation, Auctions and Competitive Sealed Tenders. Journal of Finance, 16(1), 8-37.
123.Voon, J.P., Ngui, K.W., & Agarwal, A. (2011). Determinants of Willingness to Purchase Organic Food: an Exploratory Study Using Structural Equation Modelling. Int. Food Agribus. Manag. Rev. 14(2), 103-120.
124.Wurman, P. R., Wellman, M. P., & Walsh W. E. (1998). The Michigan Internet AuctionBot: A Configurable Auction Server for Human and Software Agents. Second International Conference on Autonomous Agents.
125.Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.

網路資料：
1.1111人力銀行（2019）。全民搶進網紅經濟調查。1111人力銀行。取自：https://www.1111.com.tw/news/jobns/119720/（瀏覽日期2019/04）。
2.AMY QIN(2016)。Papi醬，中國「第一網紅」的內容變現之路。紐約時報中文網。取自https://cn.nytimes.com/china/20160825/chinas-viral-idol-papi-jiang-a-girl-next-door-with-attitude/（瀏覽日期2017/11）。
3.DailyView網路溫度計（2017）。台灣最夯十大直播App，「紅什麼」你懂了嗎？DailyView網路溫度計。取自：https://dailyview.tw/Daily/2017/12/29?page=0 （瀏覽日期 2018/11)
4.ETtoday新聞雲（2019）。影／直播拍賣天王！億元遊艇「0元起標賣」百萬人觀看，10分鐘2720萬元成交。ETtoday新聞雲。取自：https://www.ettoday.net/news/20190225/1386199.htm#ixzz5rFVjyU6K（瀏覽日期2019/04）。
5.Kamiyu(2017)。直播做網拍為什麼能一飛衝天？。KOL Radar。取自https://blog.kolradar.com/2017/08/why-live-bidding-so-hot.html （瀏覽日期2018/10）。
6.Marcus (2017)。直播正夯，如何做一場有效的直播拍賣？取自：https://goo.gl/JoQhhX。（瀏覽日期2018/04）。
7.Michael Akinlabi (2019)。40 Video Marketing Statistics and What They Mean for The Future of Marketing. OmniKick Blog. From: https://www.omnikick.com/40-video-marketing-statistics-mean-future-marketing/ （瀏覽日期2019/03)。
8.The News Lens關鍵評論（2017）。【圖輯】臉書直播趨勢分析：人氣最高的不是美妝，而是賣運動鞋。The News Lens關鍵評論。取自：https://www.thenewslens.com/article/83459 （瀏覽日期 2018/10）
9.拓墣產業研究院（2017）。創新商業模式探討－T2O與直播電商。拓墣產業研究院。取自：https://www.topology.com.tw/DataContent/report/創新商業模式探討－T2O與直播電商/14474（瀏覽日期2019/06）
10.林沅佐（2016）。網路直播產業分析。Bpaper品牌好報，42。取自：http://www.bpaper.org.tw/uncategorized/38-04/ （瀏覽日期2017/11）。
11.林厚勳（2017）。電商直播技巧大公開：做直播不是跟網友聊天，所有內容都要事先設計好！。科技報橘。取自：https://buzzorange.com/techorange/2017/10/12/ec-live-tips-appworks/ （瀏覽日期2019/02）。
12.徐珍翔（2019）。苦日子終於有盡頭……中低收入一家靠「直播主」翻轉人生。信傳媒。取自：https://tw.news.yahoo.com/苦日子終於有盡頭-中低收入-家靠-直播主-翻轉人生-010346046.html （瀏覽日期2019/02）。
13.曹家榮（2016）。網路直播經濟的兩個難題。數位時代。取自：https://www.bnext.com.tw/article/40743/BN-2016-08-28-205514-174 （瀏覽日期2017/12）。
14.郭睿誠、田兆緯、廖珮君（2017）。fb夯直播 銷售新平台 月產值2.4億 國稅局盯逃稅。蘋果日報。取自https://tw.lifestyle.appledaily.com/daily/20170402/37604283/ （瀏覽日期 2017/12）。
15.凱絡媒體（2016）。新眼球戰爭！探網路直播節目決勝點。凱絡媒體週報。取自：https://reurl.cc/37lxR （瀏覽日期2017/12）。
16.創市際®市場研究顧問公司（2017）。創市際2017合作專題一：台灣直播市場「台灣網友直播看什麼？」調查。創市際®。取自：http:///www.ixresearch.com/news/news_07_06_17 （瀏覽日期：2018/01）。
17.黃立昇（2016）。直播三步驟，帶領品牌創造廣告收益與價值。SmartM新網路科技X新工作職缺。取自：https://www.smartm.com.tw/article/32393534cea3 （瀏覽日期2017/12）。
18.溫珮妤（2011）。唐先生的破花瓶掀起戰爭。Cheers雜誌。取自：https://www.cheers.com.tw/article/article.action?id=5024779 （瀏覽日期 2017/10）。
19.資策會（2015）。《網路社群調查》逾80%網友在個人化社群尋找購物資訊。資策會產業情報研究所（MIC）。取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=412。（瀏覽日期2017/11）。
20.資策會（2017a）。【直播大調查系列一】網友最愛Facebook、Youtube、17直播。資策會產業情報研究所（MIC）。取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=475 （瀏覽日期2018/02 ）。
21.資策會（2017b）。娛樂優先，螢幕分眾化－2017上半年影視內容觀看與線上平台使用分析。資策會產業情報研究所（MIC）。取自https://mic.iii.org.tw/aisp/reports.aspx?id=CDOC20170724005 （瀏覽日期2019/06 ）
22.資策會（2017c）。樂看好施，小額贊助-2017上半年直播付費行為及廣告偏好分析。資策會產業情報研究所（MIC）。取自https://mic.iii.org.tw/aisp/ReportS.aspx?id=CDOC20170531009（瀏覽日期2018/02 ）。
23.資策會（2017d）。臉書刺激購物 20-24歲最受影響。資策會產業情報研究所（MIC）。取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=453 （瀏覽日期2018/07 ）。
24.鄒昀倢（2015）。用遊戲直播鎖住全球 200 萬人眼球 Twitch 創辦人 3 點核 心經營告白。科技報橘。取自： http://buzzorange.com/techorange/2015/10/12/twitch-kevin-lin/ （瀏覽日期2019/01）
25.銀河數位行銷領航員（2019）。數位行銷進入新戰場，直播電商如何成為銷售利器？銀河數位行銷學。取自：http://www.iwant-in.net/tw/iMarketing/?p=6814 （瀏覽日期2019/06）
26.數位時代（2019）。電商龍頭亞馬遜再出新招：電視購物直播搬到手機上，讓你邊看邊買。TechNews科技新報。取自：https://technews.tw/2019/02/12/amazon-live-is-like-qvc-for-your-fire-and-echo-devices/ （瀏覽日期2019/02）。
27.蕭佑和（2018）。VC怎麼看台灣直播產業？。大和有話說。取自：https://reurl.cc/xLjaE （瀏覽日期2018/08）。