隨著網路頻寬與科技的進步，網路的應用範圍也越來越廣泛且普及，進而促進了網路直播平台技術的蓬勃發展，各大社群網站也逐漸新增直播的功能，藉由消費者瀏覽社群網站的同時，應用網路直播平台拍賣的新興商業手法來吸引消費者。消費者可以不定時觀看社群網站，並可透過網路直播拍賣的影片與網友分享、按讚購買產品，進而在線上評估及進行購買的行為。
本研究將探討消費者在網路直播平台購物之意願，分為(1)產品部分採用知覺價值、網路口碑構面；(2)直播平台特性採用社會臨場感、媒介豐富度構面；(3)直播主形象採用代言人可信度構面；用以上構面來檢視是否有影響消費者，於網路直播平台之購買意願。
本研究以問卷調查方式，針對觀看過「網路直播購物」的使用者作為受測對象。本研究收回的有效問卷317份，研究結果顯示：知覺價值、網路口碑、社會臨場感、代言人可信度之可靠性和吸引力，皆正向顯著的影響消費者購買意願，至於媒介豐富度及代言人可信度之專業性未達顯著，與原本預期不同。
本研究將可提供直播平台業者及直播主瞭解影響消費者購買行為模式的重要參考。

With the advancement of network bandwidth and technology, the application range of the network has become more and more widespread and popularized, which has promoted the vigorous development of online live broadcast platform technology, and major community websites have gradually added live broadcast functions. As consumers browse social networking sites, they use the emerging commercial methods of online live platform auctions to attract consumers. Consumers can watch community websites from time to time, and can share products with netizens through online live auctions, buy products by likes, and then evaluate and make purchases online.
This research will explore consumers' willingness to shop on the webcast platform. (1) The characteristics of the product that Perceived Value and Online word-of-mouth. (2) The characteristics of the Live Streaming Video that Social Presence and Information Richness. (3) The characteristics of the Broadcaster image the Credibility of Endorsers. use the above facets to check whether there is an impact on consumers’ purchase intentions on the webcast platform.
This research uses a questionnaire survey to target users who have watched "Internet Live Shopping". 317 valid questionnaires were recovered in this study. The results of the study show that Perceived Value, Online word-of-mouth, Social Presence, and the reliability and attractiveness of the Credibility of Endorsers, are all significance positively affecting purchase intention. The Information Richness and professional of the Credibility of Endorsers is nonsignificant, but it still positively affecting purchase intention. As for the richness of the media and the professionalism of the credibility of the spokesperson, it is not significant, which is different from the original expectations.
This study will provide an important reference for live broadcast platform operators and live broadcasters to understand the patterns of consumer purchase behavior.

中文摘要 i
Abstract ii
誌 謝 iii
目 錄 iv
表目錄 viii
圖目錄 ix
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 6
1.4 研究問題 6
1.5 研究流程 7
第二章 文獻探討 8
2.1 網路直播平台 8
2.2 知覺價值 10
2.2.1 知覺價值之定義 10
2.2.2 知覺價值之衡量構面 12
2.2.3 小結 14
2.3 網路口碑 15
2.3.1 口碑之定義 15
2.3.2 網路口碑之定義 15
2.3.3 網路口碑與傳統口碑之差異 16
2.3.4 網路口碑之衡量構面 17
2.3.5 小結 18
2.4 社會臨場感 19
2.4.1 社會臨場感之定義 19
2.4.2 社會臨場感之衡量構面 20
2.4.3 小結 21
2.5 媒介豐富度 22
2.5.1 媒介豐富度之定義 22
2.5.2 媒介豐富度之衡量構面 22
2.5.3 小結 23
2.6 代言人可信度 24
2.6.1 代言人可信度定義 24
2.6.2 代言人可信度衡量構面 25
2.6.3 小結 26
2.7 購買意願 27
2.7.1 購買意願定義 27
2.7.2 購買意願衡量構面 29
2.7.3 小結 30
第三章 研究方法 31
3.1 研究架構 31
3.2 研究假說 32
3.2.1 知覺價值與購買意願之關聯性 32
3.2.2 網路口碑與購買意願之關聯性 33
3.2.3 社會臨場感與購買意願之關聯性 34
3.2.4 媒介豐富度與購買意願之關聯性 34
3.2.5 代言人可信度與購買意願的關係 35
3.3 研究對象與抽樣方法 36
3.3.1 研究對象 36
3.3.2 抽樣方法 36
3.4 研究問卷變項之定義與衡量 37
3.4.1 問卷變項的操作型定義 37
3.4.2 知覺價值衡量問項 39
3.4.3 網路口碑衡量問項 40
3.4.4 社會臨場感衡量問項 41
3.4.5 媒介豐富度衡量問項 42
3.4.6 代言人可信度衡量問項 43
3.4.7 購買意願衡量問項 45
3.5 預試問卷信度 46
3.6 資料分析方法 47
第四章 實證分析與結果 48
4.1 樣本資料性統計分析 48
4.2 各構面敘述統計 50
4.3 測量模型分析 51
4.3.1 信度及效度分析 51
4.3.2 區別效度 53
4.4 結構模型分析 54
4.4.1 路徑係數檢定 54
4.4.2 模型解釋力估算 56
第五章 結論與建議 57
5.1 研究結果與討論 57
5.2 研究貢獻 61
5.2.1 研究發現 61
5.2.2 管理意涵 62
5.3 研究限制與未來研究建議 63
5.4 實務建議 64
參考文獻 65
附錄、正試問卷 76

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網路文獻
財團法人台灣網路資訊中心 (TWNIC, 2019)
https://report.twnic.tw/2019/
資策會產業情報研究所 (MIC, 2017) https://mic.iii.org.tw/news.aspx?id=475&List=5 https://mic.iii.org.tw/industry.aspx?id=238&list=9
Ipsos 益普索市場研究報導 (Wendy Lai, 2019)
https://www.ipsos.com/en-tw/zhiboxingxiao-yunyongzhibochuangzaogengdaxiaoyi
Astral Web (歐斯瑞有限公司，2018)
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