臺灣博碩士論文加值系統

本研究旨在調查「影響泰國消費者購買 Facebook 直播產品意願的因素」。已有 研究表明，客戶信任和擬社會人際互動是影響客戶線上購物行為的因素，直播 被認為是電子商務的新管道，因此本研究在這兩個影響因素之背景下進行研究。 此外，本研究將產品搜索、產品體驗和產品信任等類型作為調節變量，以了解 客戶信任與購買意願之間關係的差異。
本研究主要的數據收集係為定量調查。有3套按產品類型分類的問卷用於進行和 檢測。本研究蒐集了 924 名在 Facebook 上觀看直播視頻並且從未在平台上購買 過產品的受訪者之數據進行分析。結果表明，平台的設計、功能和財務安全， 以及對線上商店的偏好與客戶信任成正相關。此外，任務吸引力、社會吸引力 與擬社會人際互動呈正相關。最後，客戶信任和擬社會人際互動都與購買意願 成正相關。研究結果清楚地表明，與搜索產品相比，體驗和信任產品對購買意 願之間的關係有更強的影響。

Live Streaming has become a new phenomenon of communication channel, and it is widely used in many purposes including for education, entertainment, commerce, and so forth. In business context, Live Streaming is considered as the latest function on social media platforms that can be used to sell the product. There might be many factors that drive people to purchase the products through this channel.
This study aims to investigate the factors that affect Thai consumers’ intention to purchase the product from Facebook Livestreaming. There are some previous studies indicating that customer trust and parasocial interaction are the factors that influence customer behavior in online shopping, live streaming is considered as a new channel of e-commerce, and these two factors should be investigated in this context. Furthermore, types of products including search, experience, and credence products are used as the moderating variables in order to find the differences on relationship between customer trust and purchase intention. The major data collection for this study is the quantitative survey.
There are 3 sets of questionnaires which are categorized by types of products are used to conduct and examine. The data from overall 924 respondents who experienced watching live video on Facebook and have never purchased products from the platform are collected. The result shows that layout and functionality and financial security of the platform, preference and accomplishment of online shop positively influence customer trust. In addition, task attraction and social attraction positively influence parasocial interaction. Finally, both customer trust and parasocial interaction positively influence purchase intention. The finding clearly shows that when compared to search products, experience and credence products have stronger effects on the relationship between trust and purchase intention.

Table of Contents ACKNOWLEDGEMENT.........................................................................I
摘要..................................................................................................II ABSTRACT .............................................................................................III
TABLE OF CONTENTS........................................................................IV LIST OF TABLES...................................................................................VI LIST OF FIGURES................................................................................VII CHAPTER I. INTRODUCTION..............................................................1
1.1) Research Background................................................................1 1.2) Research Objective ..................................................................6 1.3) Contribution of Study................................................................7 1.4) Research Structure....................................................................8
CHAPTER II. LITERATURE REVIEW...................................................9 2.1) Stimulus-Organism-Response (SOR Model) ......................................9 2.2) E-servicescape .............................................. ..........................10 2.3) Reputation Signals.................. ................................................13 2.4) Customer trust....................................... ..................................17 2.5) Interpersonal Attraction.............................................................18 2.6) Parasocial interaction................................................................21 2.7) Types of Products....................................... ..............................23
CHAPTER III. METHODOLOGY .........................................................27
3.1) Research Design.......................................................................27 3.1.1) Pretest....................................... ...................................27
IV
逢甲大學 e-Theses & Dissertations(2022)
Factors Influencing Customer’s Purchase Intention on Facebook Livestreaming: Evidence from Thailand
3.2) Measurement Development..........................................................28 3.2.1) Variables........................................................................33 3.2.1.1) Moderating Variables..................................................33 3.2.1.2) Dependent Variables.................................................33 3.3) Data Collection........................................................................34 3.4) Data Analysis...........................................................................34 CHAPTER IV. RESEARCH RESULT AND ANALYSIS.............................35 4.1) Demographic Information............................................................35
4.2) Reliability and Validity Analysis...................................................36
4.3) Path coefficient, significance level, and Structural model result...............40
CHAPTER V. CONCLUSION AND RECOMMENDATION .......................46
5.1) Conclusion..............................................................................46 5.2) Practical Implication..................................................................48 5.3) Theoretical Implication...............................................................49 5.4) Limitation and Future Research Recommendation..............................51
References.......................................................................................53 Appendix.........................................................................................71

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