臺灣博碩士論文加值系統

全球在近數年來因網路科技發達與使用人數眾多下、許多社群平台與多媒體或自媒體的流行及移動設備以幾乎達到人手一機的趨勢，讓臉書直播，IG社群媒體直播的現象，一直的在我們日常裡如火如荼地運用與應用。也正因如此，一向擁有敏銳之觀察力、總是會嗅出任何可以是賺錢機會的台灣商人，利用或者運用睿智的敏銳度與領先全球先機的研究出當時獨稱世界的叫賣直播方式，早期尚未流行網路時於台灣各大夜市、廟會、觀光景區等等，大家總是習以為常，非常普通的叫賣模式，在網路普及後，社交媒體、平台熱絡後，把傳統叫賣模式直接搬上網路，於網路上的社群資訊平台裡呈現以即時性、互動性的叫賣商業行為。在即時互動的直播中呈現出與傳統叫賣無差別的即時商業行為，在透過獨立的鏡頭畫面，呈現更真實、更直接、更有互動且無所干擾的沉浸式體驗給直播受眾一個全新的新形態購物模式，亦完全實現了電商龍頭「YAHOO」的廣告詞「什麼都賣!什麼都不奇怪」的真正實現。也因此，從目前日常人們使用移動裝置時間的增長，更能夠隨時、隨處、隨看的生活模式來看，用智慧型裝置或平板之移動設備或穿戴裝置觀看從事觀看多媒體節目或是聊天的時間明顯高過於用其他媒體設備來觀看的機率與時間都來的更高、更長，就因為受眾能即時收訊來自社群平台的推播，也直接形成線上直播產業有更多人爭相投入、發展也更為熱絡來論述本研究。
本研究便是由網路之主流社群平台所崛起之線上直播風潮做為單一研究背景，並以生活百貨直播為探討主軸，探討在新型態的社群直播之聲業行為讓其可得以持續帶動業績與經營的模式。從全球的直播開始在社群或自媒體廣泛應用下揭幕，再從直播產業的內部、外部分析，進到該產業的組織架構的成形，在直播模式導入正軌後再到建立起該產業之商管營銷模式，並想方設法討喜受眾，增加受眾黏著度與磁吸效應，進而實踐客戶對於整個消費過程中或完成後的顧客滿意度，讓科技的進步與便利帶來生活愉悅感與滿足感能夠延續與循環，促使商業模式循環，形成線上直播產業的奠基並使其成熟與企業化。

In recent years, due to the development of Internet technology and the large number of users, the popularity of many social platforms and multimedia or self-media, and the trend that mobile devices have almost reached one machine per person, Facebook and IG social media live broadcasts. Phenomenon has been used and applied in full swing in our daily life. It is precisely because of this that Taiwanese businessmen, who have always had keen observation and always sniff out any opportunity to make money, used or used their shrewd acuity and leading global opportunities to research the live broadcast method that was known as the world at that time. Before the Internet became popular, people were always used to it at night markets, temple fairs, tourist attractions, etc. in Taiwan. It was a very common selling model. After the popularity of the Internet, social media and platforms became popular, and the traditional selling model was directly transferred to the Internet. Road, the online community information platform presents real-time and interactive selling business behaviors. In the live interactive live broadcast, real-time business behavior that is indistinguishable from traditional selling is presented. Through the independent lens screen, a more realistic, more direct, more interactive and uninterrupted immersive experience is presented to the live broadcast audience. A brand new new The morphological shopping mode has also fully realized the true realization of the advertising slogan "Everything is sold! Nothing is strange" of the e-commerce leader YAHOO. Therefore, judging from the increase in the time that people use mobile devices in daily life, they are more able to watch anytime, anywhere and anytime, and use smart devices or tablet mobile devices or wearable devices to watch multimedia programs or chat time. It is obviously higher than the probability and time of watching with other media devices. Because the audience can receive the push broadcast from the social platform in real time, it also directly forms the online live broadcast industry, and more people are competing for investment. , development is also more enthusiastic to discuss this research.
This research is based on the single research background of the online live broadcast trend that has emerged from the mainstream social platforms of the Internet, and focuses on the live broadcast of daily life department stores to explore the sound industry behavior of live broadcast in the new type of community so that it can be A model that continues to drive performance and operations. Starting from the global live broadcast, it was unveiled under the wide application of the community or self-media, and then from the internal and external analysis of the live broadcast industry, to the formation of the organizational structure of the industry, and then to the establishment of a business in the industry after the live broadcast mode was brought into the right track. Manage the marketing model, and find ways to please the audience, increase the audience's stickiness and magnetic attraction effect, and then practice the customer's customer satisfaction during the entire consumption process or after completion, so that the progress and convenience of technology can bring joy and satisfaction to life. Continuation and cycle, promote the cycle of business model, form the foundation of the online live broadcast industry and make it mature and enterpriseized.

第一章 緒論1
第一節 研究動機及背景3
第二節 研究目的 4
第三節 研究範圍 6
第四節 預期貢獻 7
第二章 文獻探討 8
第一節 直播產業與內外部環境因素分析8
第二節 直播產業架構、直播主與粉絲由來與形成14
第三節 粉絲對於直播的消費體驗18
第四節 商業模式之分析探討21
第三章 研究設計與實施29
第一節 研究方法 29
第二節 研究架構 34
第三節 研究對象與研究設計36
第四章 研究分析 38
第一節 百貨直播產業經營組織系統架構及競爭力分析38
第二節 百貨直播之商業模式分析44
第三節 百貨直播受眾滿意度體驗52
第四節 百貨直播分析整合54
第五章 結論與建議57
第一節 研究結論 57
第二節 研究建議 58
參考文獻 61

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