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研究生:郭佳怡
研究生(外文):Chia-I Kuo
論文名稱:網路直播情境下購買行為之研究
論文名稱(外文):The Study of Purchasing Mechanism on Online Live
指導教授:陳炫碩陳炫碩引用關係
指導教授(外文):Shiuann-Shuoh Chen
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系
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:2019
畢業學年度:107
語文別:中文
論文頁數:43
中文關鍵詞:直播購物擬社會互動社群影響力情緒喚起產品種類
外文關鍵詞:Live ShoppingPSISocial InfluenceArousalProduct Type
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隨著科技不斷的創新與進步,藉由網路即時、快速以及方便的特性,拓展出新的銷 售管道。人們一開始是使用社群平台來分享彼此的生活,但近年來直播逐漸興起,各大 社群平台紛紛開啟直播的功能,許多素人與網紅透過直播來販賣商品。在直播過程中, 直播主可以即時的回覆觀眾的提問,現場開箱體驗商品,讓觀眾詳細的了解到商品的相 關訊息,讓觀眾彷彿有種親臨現場的感覺。此外,觀眾之間也可以透過留言的方式,互 相分享對商品的觀點,直播的興起,為消費者帶來全新的購物體驗。
過去的研究大多探討消費者在實體店或是透過傳統大眾媒體消費的購買行為,較少 探討線上虛擬環境的情景,因此本文研究目的為發展一個研究架構,欲了解在直播情境 下,各因素與消費者購買行為之間的影響關係。再者,根據 Huang, Lurie, and Mitra (2009) 所提出,消費者對於不同產品類型的搜尋與購買行為會有所不同,因此本文在研究架構 上加入搜尋品與經驗品作為調解變數,欲了解在不同的產品種類下,是否會有不同的購 買行為。
With the continuous innovation and advancement of technology, new sales channels
have been expanded due to the immediacy, fast and convenient features of the Internet. In the beginning, people used social media to share their lives. However, in recent years, live broadcasts have gradually emerged, and various social media have launched live broadcast functions. Many ordinary people and internet celebrities sell commodities through live broadcast. During the live broadcast, the host can immediately reply to the audience’s questions, unboxing to experience products, and let audiences know the relevant information of the product in detail. They will be liked a real person and introduce the product for you. In addition, viewers can share their views on products through message, and the rise of live broadcasts will bring different feeling to consumers.
In the past. most research have focused on consumer’s purchasing behaviors in physical stores or traditional media, while few researches have focused on online virtual environment. Therefore, the purpose of this study is to develop a research structure to understand the relationship between various factors and consumer purchasing behavior in the scenario of live broadcast scenario. Furthermore, according to Huang, Lurie, and Mitra (2009), consumers may have different searching and purchasing behaviors for different product types. Therefore, search and experience goods are added as class variable in this study to explore whether there will be different purchasing behaviors under different product types.
摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
一、緒論 1
1-1 研究背景與動機 1
1-2 研究目的與問題 3
二、文獻探討 4
2-1 互動性 (Interactivity) 4
2-2 開放性 (Openness) 4
2-3 擬社會互動 (Parasocial Interaction) 4
2-4 時間壓力 (Time Pressure) 5
2-5 社群影響力 (Social Influence) 6
2-6 情緒喚起 (Arousal) 6
2-7 搜尋品與經驗品 (Search Goods and Experience Goods) 7
2-8 購買行為 (Purchase Behavior) 7
三、研究方法與假說 8
3-1 研究假說 8
3-2 研究架構 12
3-3 實驗設計 12
3-4 研究變項衡量 13
3-4-1 自變項:互動性、開放性、擬社會互動、時間壓力、社群影響力 13
3-4-2 中介變項:情緒喚起 17
3-4-3 調節變項:產品種類 17
3-4-4 依變項:購買行為 18
3-4-5 控制變項:產品需求、直播主偏好 18
3-5 建議挑選之抽樣對象 19
四、結論 20
五、參考文獻 21
六、附錄 26
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