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詳目顯示 ... 過往的研究大多探討實體店內的購物氣氛如何影響消費者的購買行為，鮮少應用於線上虛擬店家，因此本研究以Facebook直播購物為研究場景，探討直播平台所營造的 ... 資料載入處理中... 跳到主要內容 臺灣博碩士論文加值系統 ::: 網站導覽| 首頁| 關於本站| 聯絡我們| 國圖首頁| 常見問題| 操作說明 English |FB專頁 |Mobile 免費會員 登入| 註冊 功能切換導覽列 (165.22.59.181)您好！臺灣時間：2022/04/0817:20 字體大小：       ::: 詳目顯示 recordfocus 第1筆/ 共1筆  /1頁 論文基本資料 摘要 外文摘要 目次 參考文獻 電子全文 紙本論文 論文連結 QRCode 本論文永久網址: 複製永久網址Twitter研究生:劉偉皓研究生(外文):Wei-HaoLiou論文名稱:臉書直播購買行為之研究論文名稱(外文):TheStudyofPurchaseBehavioronFacebookLive指導教授:陳炫碩指導教授(外文):Shiuann-ShuohChen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:2018畢業學年度:106語文別:中文論文頁數:47中文關鍵詞:直播購物、產品種類、情緒起伏、自在感外文關鍵詞:LiveShopping、ProductType、Arousal、Pleasantness相關次數: 被引用:0點閱:427評分:下載:0書目收藏:1 隨著近年來智慧型手機與裝置的普及，直播的出現，讓即時性不再遙不可及，許多日常生活的小事，皆能利用行動裝置快速且即時地和朋友分享喜怒哀樂，除了和他人分享生活的點點滴滴，由於觀眾能夠在直播的過程和直播主即時的互動，直播平台甚至作為許多業者的銷售管道，直播主有如實體店面銷售員，雖然人並非實際出現在你身邊，但就像面對面親自和你介紹產品一樣，立即的對話互動以及限時喊價的緊張刺激感，都為直播帶來不同的感受。

過往的研究大多探討實體店內的購物氣氛如何影響消費者的購買行為，鮮少應用於線上虛擬店家，因此本研究以Facebook直播購物為研究場景，探討直播平台所營造的購物氣氛，是否讓消費者感覺自在，進而提升購買意願。

再者，根據BlochandRichins(1983)所提出，不同類型的產品會影響消費者的購買行為，因此本研究加入搜尋品與經驗品作為類別變數，探討在何種產品類型的情況下，自在感對於購買行為的影響較大。

Theemergenceoflivebroadcastshasmadetimelinesspossiblewiththepopularityofsmartphoneanddevicesinrecentyears.Peoplecanusethemobiledevicetosharetheirdailylifewithfriendsinstantly.Inadditiontosharinglife,theaudiencecanalsointeractwiththehost.Thelivebroadcastevenhasbecomeawayforsales.Thehostisjustlikeaphysicalstoresalespersonwhoisnotactuallypresentonyourside.Theywillbelikearealpersonandintroducetheproductforyou.Thecommunicationandtheexcitedsenseoftime-limitedauctionbringthedifferentfeelingtothelivebroadcast.Theresearchmostlydiscussedhowtheshoppingatmosphereinaphysicalstoreaffectedtheconsumer’spurchasebehaviorbutdidnotapplytoonlinestore.Therefore,thisstudyusedFacebookliveshoppingasaresearchscenariotoexplorewhethertheshoppingatmospherecreatedbythelivebroadcastplatformwouldmakeconsumerfeelpleasant.Thepersonfeelscomfortableandwillincreasetheirwillingnesstobuy.Furthermore,accordingtoBlochandRichins(1983),differenttypesofproductsaffectconsumerpurchasingbehavior.Therefore,searchandexperiencegoodsareaddedasclassvariableinthisstudytoexplorewhichtypeofproductswillmakethepowerofpleasantnessaffectonpurchasebehaviorhigher. 摘要IAbstractII致謝III目錄IV表目錄VII圖目錄VIII一、緒論11-1研究背景與動機：11-2研究目的與問題：3二、文獻探討42-1擬社會互動(Para-socialInteraction)42-2互動性(Interactivity)52-3時間壓力(TimePressure)52-4情緒喚起(Arousal)62-5自在感(Pleasantness)62-6搜尋品與經驗品(SearchGoodsandExperienceGoods)62-7購買行為(PurchaseBehavior)7三、研究方法與假說83-1研究假說83-2研究架構113-3實驗設計123-4研究變項衡量123-4-1自變項：擬社會互動、互動性、時間壓力123-4-2中介變項：情緒起伏、自在感153-4-3調節變項：產品種類173-4-4依變項：購買行為173-4-5控制變項：產品需求、直播主偏好173-5抽樣對象18四、資料分析204-1資料處理與統計方法204-1-1資料處理204-1-2統計分析類別204-2敘述性統計分析204-3樣本差異比較214-4構面問項信度與效度分析214-5結構模型結果評估224-6不同產品種類之調節效果分析22五、結論與建議235-1研究結論235-2建議與方向23六、參考文獻24七、附錄29 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 電子全文(網際網路公開日期：20230621)  國圖紙本論文 連結至畢業學校之論文網頁點我開啟連結註:此連結為研究生畢業學校所提供，不一定有電子全文可供下載，若連結有誤，請點選上方之〝勘誤回報〞功能，我們會盡快修正，謝謝！ 推文 網路書籤 推薦 評分 引用網址 轉寄                                                                                                                                                                                                                    top 相關論文 相關期刊 熱門點閱論文 1. 網路直播情境下購買行為之研究 2. 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