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研究生:羅文婉
研究生(外文):LO, WEN-WAN
論文名稱:探討網路直播對消費者購買意願之影響:信任的角色及前置因素
論文名稱(外文):Factors Affecting Customers’ Purchase Intention in Live Webcast:The Role of Trust and Its Antecedents
指導教授:張俊民張俊民引用關係
指導教授(外文):CHANG, CHUN-MING
口試委員:顏嘉惠李奇樺
口試委員(外文):YEN, CHIA-HUILI, CHI-HUA
口試日期:2018-05-09
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:77
中文關鍵詞:直播信任購買意願直播主特性科技特性
外文關鍵詞:Live WebcastTrustPurchase IntentionCharacteristics of BroadcasterCharacteristics of Technology
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近年來網路直播蔚為風潮,直播產業在這幾年迅速興起,成為當前唯一成長的媒體,直播模式的發展是一個趨勢,在未來勢必走入各行各業,各產業間將以直播作為一種全新的傳播工具,根據國際市場上的趨勢,直播將會成為企業行銷拓展的推動策略,除了可以推廣產品、宣傳服務還可以作為與消費者溝通的管道,因此本研究目的希望了解直播電商該如何提升消費者購買意願以及信任的角色。本研究依據過去文獻的觀點並歸納現今直播產業的運作後,提出了涵蓋直播主特性與科技特性此雙重構面,用以探討消費者在觀看直播節目時會讓其產生信任的因素,並進一步分析信任的角色是否影響消費者購買意願。本研究透過網路問卷的方式蒐集228份觀看Facebook直播之用戶,並以SmartPLS 3作為模型分析工具,研究結果顯示直播主所提供的資訊可靠度越高,觀眾對其所產生的信任越高;消費者若在網路直播中感受到良好的社會臨場感,則所產生的信任就越高;觀眾在收看網路直播節目時,若體驗到良好且愉快的互動性,則產生的信任就越高;而實證分析也顯示了信任是建構買賣關係的重要樞紐,即消費者會基於對直播主的信任最終達到提升購買意願的結果。根據研究結論,本研究提出實務建議以提供直播業者作為未來營運發展參考,也提出研究限制建議後續研究者作更周延之思考及規劃。
As the increasing popularity of the live webcast, the firms have begun to use such technologies to promote their products and services. The live webcast technologies can also be a useful channel for firms to communicate with their consumers. Since the important role of live webcast technologies in the electronic commerce context, it is important to understand how to promote customers’ intention to purchase products. Prior literature argued that trust is a vital determinant of purchase intention for online customers. Accordingly, the major purpose of this research is to examine the factors affecting customer trust, which in turn facilitates customers’ purchase intention in the context of live webcast. Based on the characteristics of Internet celebrity and technology, this study proposed that reputation, information credibility, Internet celebrity attractiveness, perceived interactivity, and social presence are the predictors of trust. Data collected from 228 Facebook live webcast users were used to test the proposed model. Based on the analysis results using SmartPLS 3, the research results shows that information credibility, social presence, and perceived interactivity have positive impacts on trust, while trust has a significant influence on purchase intention. According the findings, this study provided several implications for research and practice.
目錄 I
圖目錄 III
表目錄 IV
第壹章 緒論……………………………………………………… 1
第一節 研究背景………………………………………………… 1
第二節 研究動機………………………………………………… 2
第三節 研究目的………………………………………………… 3
第四節 研究範圍與步驟…………………………………… 3
第貳章 文獻探討……………………………………………… 6
第一節 購買意願………………………………………………… 6
第二節 信任………………………………………………………… 10
第三節 直播主特性…………………………………………… 15
一、直播主聲譽………………………………………………… 16
二、資訊可靠度………………………………………………… 17
三、吸引力………………………………………………………… 19
第四節 科技特性……………………………………………… 21
一、社會臨場感………………………………………………… 22
二、互動性………………………………………………………… 23
第參章 研究設計與方法………………………………… 26
第一節 研究架構………………………………………………… 26
第二節 研究假說………………………………………………… 27
第三節 研究變數操作型定義…………………………… 29
第四節 問卷設計………………………………………………… 32
第五節 資料蒐集方法………………………………………… 34
第肆章 研究分析與結果………………………………… 36
第一節 基本資料分析……………………………………… 36
第二節 研究假說檢定……………………………………… 38
第伍章 結論與建議………………………………………… 45
第一節 研究發現………………………………………………… 45
第二節 研究意涵………………………………………………… 47
第三節 實務意涵………………………………………………… 47
第四節 研究限制………………………………………………… 49
參考文獻 …………………………………………………………… 50
中文部分………………………………………………………………… 50
英文部分………………………………………………………………… 55
附錄 : 研究問卷………………………………………………… 67

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