、中文文獻
陳怡君 (2016)，「真人穿搭試妝 直播+電商邊看邊買」，中國時報。取自
http://www.chinatimes.com/newspapers/20160709000741-260301
東方線上 (2015)，「直播、實況的盛行時代」，電子商務網。取自https://www.smartm.com.tw/article/31383533cea3
Wendy (2016)，「網紅都在直播甚麼? FACEBOOK直播5大要點，GEMARKETING。」https://goo.gl/hPvhuY
吳淑鶯、魏寶蓮、陳瑞和 (2009)，「超媒體電腦媒介環境下網路廣告效果之因果結構模式。」中華管理評論國際學報，12(4)，1-31。楊朝明、郭凱婷 (2013)，「電視廣告音樂之型態在不同廣告涉入度下對廣告效果的影響。」 設計學報，18(2)，25-47。李月華、吳鳳儀、楊育鳴 (2014)，「入口網站橫幅廣告點選後對品牌溝通效果之研究。」商管科技季刊，15(3)，319-350。江義平、許雅玲 (2000)，「網路廣告曝光率對廣告效果之探究。」創新與管理，7(1)，109-350。
徐顥慈、鄧惠文、劉祈宏、鍾學宜 (2015)，「探討Facebook 圖文作家的廣告效果與網路行銷策略-以馬來貘為例。」圖文傳播藝術學報，353-360。陳亭羽、田季芳 (2008)，「網路廣告效果衡量指標之探討。」管理與系統，15(2)，177-208。
黃銘章、孫詩蘋（2008），「產品知識、涉入程度對處方藥藥商廣告效果之影響。」行銷評論，5(1)，81-104賴明弘、張峻維 (2016)，「網路影音直播平台的使用者行為探討：從知曉到持續使用。」中科大學報教育特刊，3(1)，31-48。林碧霞 (2006)，「品牌形象及產品知識對購買意願之影響—以價格折扣干擾效果之探討」，大同大學事業經營研究所碩士論文。戴孟宗、曾國原、李紫瑈、汪玟杏、齊震、曾勝暐（2012），「Facebook使用者對廣告態度的影響。」圖文傳播藝術學報，91-99。陳羿臻 (2016)，「探討社群廣告對Facebook粉絲使用行為差異之研究-以CK數位學院專業為例。」國立臺南大學碩士在職專班論文。高妮霠 (2007)，「Web 2.0 應用服務之使用與滿足研究－以線上影音分享網站為例。」台灣科技大學企業管理研究所碩士論文。何振誠 (2010)，「影音分享網站之自我展演者行為研究–以KUSO式影片展演者為 例。」2010台灣資訊社會研究學會年會暨學術研討會主辦。
陳韻如 (2011)，「廣告影片置入應用於YouTube平台的廣告效果之研究。」大葉大學碩士論文。鄭伊純 (2013)，「 社群廣告對廣告效果、消費者購買意願與態度之影響」-以7-ELEVEN Facebook粉絲專頁為例。國立中山大學碩士論文。書籍:
洪賢智（民90），「廣告原理與實務。」臺北市：五南書局。
施心慧（民88），「廣告主買到甚麼?網路媒體的計費迷思。」廣告雜誌。
戴國良（民105），「數位行銷－全方位理論與本土案例。」五南網路書局。
周泰華（民101），「行銷研究方法與個案第二版。」臺中市：滄海書局。
曉義（民100）。，「解讀流媒體技術。」中國電腦報.
二、英文文獻
Buraimo, B. (2007). “The demand for sports broadcasting.” In W. Andreff & S.
Szymanski (Eds.), Handbook on the economics of sport (pp. 100–111). Northampton, UK: Elgar Publishing.
Bendixen, M. T. (1993). “Advertising impacts and impactiveness.” European Journal of Marketing, 27(10), 19-32.
Bagozzi, R. P., & Burnkrant, R. E. (1979).” Attitude organization and attitude-behavior relationship.”, Journal of Personality and Social Psychology, 37(1), 913-929.
Beatty, S. E. & Smith, S. M. (1987). “External Search Effort: An Investigation Across Several Product Categories,” Journal of Consumer Research, 14, 1, 83-96.
Cao, J., Zhang, Y., Ji, R., Xie, F., & Su, Y. (2016). “Web video topics discovery and
structuralization with social network.” Neurocomputing, 172, 53-63.
Cisco, I. (2012). “Cisco visual networking index: Forecast and methodology”, CISCO White paper, 2011–2016.
Carlos Alexandre Gouvea da Silva & Eduardo Parente Ribeiro & Carlos Marcelo Pedroso. (2016). “Preventing quality degradation of video streaming using selective redundancy.” Computer Communications, 91–92 , 120–132.
Chandon, J. L. & Chtourou, M. S. & Fortin, D. R. (2003). “Impacts of Configuration and Exposure Levels on Responses to Web Advertisements.” ,Journal of Advertising Research, 43(2), pp.217-229.
Ducoffe, R. H. (1996). “Advertising Value and Advertising on the Web” , Journal of Advertising Research, Vol.36, No.5, pp.21-35.
Dodds, B. W., Monroe, K. B., & Grewal, D. (1991). “Impacts of Price,Bands and Store Information on Buyers’ Product Evaluation.” , Journal of Marketing Research, Vol.28,No.3, 308-319.
Engel, J. F., Blackwel l , R. D. & Miniard, P. W. (1995). “Consumer Behavior” , (8th ed.). Dryden Press. New York, NY.
Engel, J., Blackwell, R. & Miniard, P, Dryden. (1990). “Consumer Behavior.6th ed.”
Fishbein, M.& Ajzen, I. (1975). “Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research.” , MA: Addison-Wesley Publishing Company.
Fishbein, M. & Ajzen, I. (1975). “Belief, attitude, intention and behavior: an introduction to theory and research. Reading (MA):” , Addison-Wesley.
Hawkins, D. T. (1994). “ Electronic Advertising:On Online Information Systems,”
ONLINE, Vol. 18, No. 2, pp. 26-39.
Hoffman D. L. & Novak, T. P. (1997).” Measuring The Flow Experience Among Web
Users,” Working Paper, Owen Graduate School of Management, Vanderbilt University.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L. & Black, W. C. (1998), “Multivariate Data Analysis with Readings(5th ed.)”, Englewood Cliffs, NJ: Prentice Hall.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). “Communication and persuasion; psychological studies of opinion change.” , New Haven, Connecticut: Yale University Press.
Hoffman, D. L. & Novak, T. P. (1996). “Marketing in hypermedia computer-mediated environments：Conceptual foundations.”, Journal of Marketing, 60(3), 50-68.
Kotler, P. (1995). “Marketing management: Analysis, planning and control “(8th ed.). Englewood Cliffs, New Jersey: Prentice-Hall.
Kramer, Arthur. B. (1984). “Macmillan Publishing Company.”
Kamins, M. A., & Marks, L. J. (1991). “The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands.” Journal of the Academy of Marketing Science. 19(3), 177-185.
Kotler, Philip. (2000). “Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed.” , New Jersey: Prentice-Hall.
Liebermann, Y. & A. Flint-Goor. (1996). “Message Strategy by Product-Class Type: A Matching Model,” International Journal of Marketing Research, Vol. 13, pp. 237-249.
Lo, C.W. & Zhou, C. & Lin, C.W. & Chen, Y. C.. (2016). “An unequal error protection scheme for reliable peer-to-peer scalable video streaming,”, Journal of Visual Communication and Image Representation, vol. 38, pp. 790−801.
Lee, S. Y., Lee, S. W., & Kim, C. (2016). “Time displacement impact of online video
services on other media in South Korea.” Telematics and Informatics, 33, 247-255
Laroche, M., Kim, C., & Zhou, L. (1996). “Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context.” Journal of Business Research, 37(2), 115-120.
Lavidge, R. J., & Steiner,G. A. (1961). A Model for Predictive Measurements of Advertising Impactiveness. Journal of Marketing, 25(6), 59-62.
Maisonneuve, J., M. Deschanel, J. Heles, Li. H. Liu, R. Sharpe, & Y. Wu. (2009) “ An overview of IPTV standards development.” , IEEE Transaction on Broadcasting, vol, 55, no. 2,pp. 315-328.
Meredith E. David & William O. Bearden. (2017). “The role of interpersonal attachment styles in shaping consumer preferences for products shown in relational advertisements.” , Personality and Individual Differences,109, 44–50.
Mitra, K., Reiss, M. C., & Capella, L. M. (1999). “An Examination of Perceived Risk, Information Search and Behavioral Intentions in Search, Experience and Credence Services,” Journal of Services Marketing, 13, 3, 208-228.
Novak, T. P., Hoffman, D. L., & Yung, Y. F. (1997). “Measuring the flow experience among web users”, Manuscript, Vanderbilt University.
Parasuraman,A., V.A.Zeithaml, & L.L.Berry. (1988). “SERVQUAL:A Multiple-Item Scale for Measuring Comsumer Perceptions of Service Quality.”, Journal of Retailing , 64(1), 12-40.
Raman, Niranjan V. (1996). “Determinants of Desired Exposure to Interactive Advertising,” , Texas Austin, Mass.: Ph. D. Dissertation, University of, Texas.
Sandage, C. H., Fryburer, V. & Rotzoll, K. (1989). “Advertising”, New York,NY: Pitman Publishing Inc.
Su, P. ,C. & Kuo, T. , Y. & Li, M. , H. . (2007). “A Practical Design of Digital Watermarking for Video Streaming Services." , Journal of Visual Communication and Image Representation, Vol. 42, pp.161-172.
Schiffman, L. G., & Kanuk, L. L. (2000). “Consumer behavior (7th ed). “ , New Jersey: Prentice Hall.
Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). “Survey of Internet Users’ Attitudes toward Internet Advertising” , Journal of Interactive Marketing , Vol.13, No.3, pp.35-54.
Stewart, D. W. & K. Scott (1989). “Executional Factors and Advertising Impactiveness: A Replication.” , Journal of Advertising, Vol. 18, pp. 21-32.
Vakratsas, D. & Ambler, T. (1999). “How Advertising Works: What Do We Really Know?” Journal of Marketing, Vol. 63, No. 1, pp. 26-43.
Wortzel, R. (1979). “New life style determinants of women’s foodshopping behavior.” , Journal of marketing, 43, pp. 28-29.
Zeff, R. & Aronson, B. (1999).” Advertising on the Internet”, 2nd ed. New York: John Wiley & Sons.