臺灣博碩士論文加值系統

直播帶貨作為各大電商平臺最重要的行銷方式之一，對消費者線上購買意願具有重要的影響作用。本研究結合理論分析和實證研究，基於直播情景下，探索和驗證了直播中主播特質對消費者衝動購買意願影響的理論模型。通過問卷調查收集了 480 份有效數據，利用 SPSS26 和 AMOS26 軟體進行分析，發現以下結論：主播的吸引力、專業性、可信度對衝動購買有正向且顯著的影響；主播的吸引力、專業性、可信度可以通過擬社會互動和沉浸對衝動購買產生正向且顯著的影響。擬社會互動對沉浸有正向且顯著的影響。本研究為後續相關理論研究提提供新的思路，同時也為直播行銷的實踐活動提供一定程度上的理論指導。

As one of the most important marketing methods of major e-commerce platforms, live streaming has an important influence on consumers' impulse purchase intention online. The study combines theoretical analysis and empirical research, based on the live streaming, to explore and verify the theoretical model of the influence of live streamer's characteristics on consumers' impulse purchase intention. There were 480 pieces of valid data collected through questionnaires and analyzed using SPSS26 and AMOS26 software.The conclusions were found: the live streamer's attractiveness, professionalism, and credibility have a positive and significant impact on impulse purchase intention; the live streamer's attractiveness, professionalism, and attractiveness and credibility can have a positive and significant impact on impulse purchase intention through pseudo-social interaction and flow. Pseudo-social interaction has a positive and significant effect on flow. The study provides new ideas for follow-up related theoretical research, and also provides theoretical guidance for the practical activities of live broadcast marketing in a degree.

目 錄
一、緒論 ......................................................... 1
1.1 研究背景 ...................................................... 1
1.2 研究的目的與意義 .............................................. 4
1.3 研究框架 ...................................................... 5
二、 文獻回顧 .................................................... 7
2.1 主播特質 ...................................................... 7
2.1.1 吸引力 ................................................... 8
2.1.2 專業性 ................................................... 9
2.1.3 可信度 ................................................... 9
2.2 沉浸體驗(FLOW) ................................................10
2.3 擬社會互動（PSI） ............................................ 11
2.4 衝動購買意願 ................................................. 13
2.5 假設關係 ..................................................... 14
2.5.1 主播特質與擬社會互動（PSI） ............................ 14
2.5.2 主播特質與沉浸（Flow） ................................. 15
2.5.3 主播特質與衝動購買 ..................................... 16
2.5.4 擬社會互動與沉浸（Flow） ............................... 17
2.5.5 擬社會互動與衝動購買意願 ............................... 18
2.5.6 沉浸與衝動購買意願 ..................................... 19
三、研究方法與設計 ...............................................21
3.1 研究架構 ..................................................... 21
3.2 量表建立 ..................................................... 21
3.2.1 主播自身特質的測量 ..................................... 21
3.2.2 擬社會互動、沉浸、衝動購買意願的測量 ................... 22
3.3 研究問卷設計 ................................................ 23
3.4 問卷預調查與分析 .............................................24
四、問卷發放與收集 ...............................................29
4.1 描述性統計 ................................................... 29
4.2 研究各構面的信、效度檢驗 ......................................30
4.2.1 探索性因素分析 ......................................... 31
4.2.2 驗證性因素分析—測量模型分析 ........................... 33
4.3 結構方程模型分析—路徑分析 ...................................37
4.3.1 模型適配度分析 ......................................... 37
4.3.2 假設檢定 ...............................................39
4.3.3 影響效果分析 ...........................................42
五、 結論與建議 ..................................................44
5.1 研究結論 ..................................................... 44
5.2 研究的管理啟示 ............................................... 45
5.2.1 電商主播特質強化策略 .................................... 46
5.2.2 改善消費者心理狀態 ...................................... 47
5.3 研究限制與展望 ............................................... 48
參考文獻 .....................................................49
附錄 .........................................................52

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