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論文名稱: 從直播主與口碑觀點探討快速關係對直播購物意願之影響. 論文名稱(外文):, A Study of The Influence of Swift Guanxi on Purchase Intention in The Live ... 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：2022/04/0817:22 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 QRCode 本論文永久網址: 複製永久網址Twitter研究生:王麗婷研究生(外文):WANG,LI-TING論文名稱:從直播主與口碑觀點探討快速關係對直播購物意願之影響論文名稱(外文):AStudyofTheInfluenceofSwiftGuanxionPurchaseIntentioninTheLiveStreamShoppingFromThePerspectiveofLiveStreamerandWord-of-mouth指導教授:許瓊文指導教授(外文):Hsu,Chiung-Wen口試委員:許瓊文、傅振瑞、曾繁絹口試委員(外文):Hsu,Chiung-Wen、FU,JEN-RUEI、TSENG,FAN-CHUAN口試日期:2020-07-02學位類別:碩士校院名稱:國立高雄科技大學系所名稱:智慧商務系學門:電算機學門學類:電算機一般學類論文種類:學術論文論文出版年:2020畢業學年度:108語文別:中文論文頁數:88中文關鍵詞:快速關係、S-O-R理論框架、購買意圖、口碑、直播主特質外文關鍵詞:swiftguanxi、S-O-Rtheoreticalframework、purchaseintention、wordofmouth、livestreamercharacteristics相關次數: 被引用:1點閱:367評分:下載:91書目收藏:0 隨著行動裝置與4G網路的普及，透過行動裝置觀看網路直播已成為一種全球趨勢，電商平台、直播平台、社群媒體紛紛推出了購物直播，直播購物的竄紅改變了消費者的消費模式。

對於直播主賣家來說，與觀眾建立起關係可以讓潛在觀眾變成消費者，而不單純只是休閒娛樂，達到實際的經濟價值。

然而快速且方便是直播的特色，因此本研究將探討如何使直播主與觀眾建立快速關係，進而達到觀眾的購買意圖。

故本研究將利用心理學S-O-R理論框架為基礎，透過直播主特質、自我揭露以及觀眾口碑的刺激因素，建立快速關係的心理情緒變化，最終反應消費者的購買意圖之影響。

為此，本研究透過線上問卷方式，調查有關看過直播購物經驗的觀眾已測出購買意圖之影響因素，有效問卷共270份，並用並使用SmartPLS3進行資料分析。

研究結果發現，快速關係對購買意圖有正向顯著影響，另外直播主的吸引力、相似性與自我揭露，以及留言板的正面內容與負面內容皆會對快速關係產生正向影響，最後藉由性別和觀看時間分群比較其差異性。

研究意涵可以提供給直播購物業者，如何刺激消費者購物意圖的參考依據。

Withthepopularityofmobiledevicesand4Gnetworks,watchinglivestreamingthroughmobiledeviceshasbecomeaglobaltrend.E-commerceplatforms,livestreamingplatforms,andsocialmediahavelaunchedlivestreamshopping.Thepopularityoflivestreamshoppinghaschangedconsumers’consumptionpattern.Forthelivestreamerseller,establishingarelationshipwiththeaudiencecanmakepotentialaudiencesbecomeconsumers,ratherthanjustleisureandentertainment,toachieveactualeconomicvalue.However,fastandconvenientarethecharacteristicsoflivestreaming,sothisstudywillexplorehowtomakethelivestreamerestablishaswiftguanxiwiththeaudience,andthenachievetheaudience'spurchaseintention.Therefore,thisresearchwillusethepsychologicalSORtheoreticalframeworkasthebasis,throughthecharacteristicsoflivestreamer,self-disclosureandthefactorsofaudience'sword-of-mouth,toestablishaswiftguanxi,andultimatelyreflecttheimpactofconsumers'purchasingconsequences.Inthisstudy,onlinequestionnaireswereusedtoinvestigatetheinfluencingfactorsofpurchaseintentionoftheaudiencewhohadthelivestreamshoppingexperience.Atotalof270validquestionnaireswereusedtoanalyzethedatausingSmartPLS3.Thestudyfoundthatswiftguanxihaveapositiveandsignificantimpactonpurchaseintentions.Inaddition,theattractiveness,similarityandself-disclosureofthelivestreamer,aswellasthepositiveandnegativecontentofthemessageboardwillhaveapositiveeffectontheswiftguanxi.Gender,viewingtimegroupingscomparetheirdifferences.Researchimplicationscanprovideareferenceforthelivestreamshoppingindustryonhowtostimulateconsumers'purchaseintention. 摘要iABSTRACTii致謝iii目錄iv表目錄vii圖目錄viii壹、緒論1一、研究背景1二、研究動機2三、研究目的5四、研究流程5貳、文獻探討7一、直播購物（電商直播、社群直播）7二、S-O-R理論10三、購買意圖11四、快速關係12(一)相互理解15(二)互惠15(三)關係和諧16五、直播主特性16(一)吸引力17(二)相似性19(三)專業知識20六、自我揭露21七、口碑22(一)負面留言23(二)正面留言23(二)留言數量24參、研究方法25一、研究架構25二、研究假說26(一)吸引力與快速關係26(二)相似性與快速關係27(三)專業知識與快速關係27(四)自我揭露與快速關係28(五)負面留言與快速關係29(六)正面留言與快速關係30(七)留言數量與快速關係31(八)快速關係與購買意圖32三、操作型定義及衡量問項33(一)吸引力33(二)相似性33(三)專業知識34(四)自我揭露34(五)負面留言35(六)正面留言35(七)留言數量36(八)快速關係36(九)購買意圖38四、研究設計39(一)問卷設計39(二)研究對象與抽樣方法39(三)數據分析方法與分析工具40肆、研究分析與結果40一、樣本敘述性統計分析40二、基本資料描述分析41三、研究變數敘述性統計分析43四、測量模型45(一)信效度分析45(二)區別效度48(三)因素分析48五、結構分析50(一)假說檢定50(二)分群檢定52伍、結論與建議58一、研究結論58(一)直播主特質對快速關係的影響58(二)自我揭露對快速關係的影響59(三)口碑對快速關係的影響59(四)快速關係對購買意圖的影響60(五)性別與觀看時間分群結果61二、研究貢獻及建議62三、研究限制與未來研究方向63文獻參考64附錄一74 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當代言同領域多項產品時，專家代言人與藝人代言人對產品態度偏誤修正量之影響。

國立臺灣師範大學管理研究所碩士論文，台北市。

取自：https://hdl.handle.net/11296/73357g  電子全文  國圖紙本論文 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. 當代言同領域多項產品時，專家代言人與藝人代言人對產品態度偏誤修正量之影響 2. 線上評論對大學生網購消費者購買意圖影響研究 3. 贊助商與賽事一致性在賽事認同對贊助效益影響之調節效果 4. 行動應用軟體付費下載之因素研究 5. 以理性行為理論探討推廣策略對消費者購買之影響-以健康食品業為例 6. 主觀知識與口碑對有機臉部保養品購買意圖影響之研究-以知覺風險為中介變數 7. 線上旅遊評論網站使用者網路口碑、涉入程度、訊息來源可信度與購買意願關係之研究 8. 論點品質與代言人對旅遊商品購買決策的影響：口碑的調節效果 9. 口碑與從眾行為對團購意圖之影響—以團購美食為例 10. 口碑與品牌形象對於消費者購買平板電腦意願之研究－以台北市成年消費者為例 11. Facebook美食相關粉絲專頁之網路口碑對消費者購買意願影響之探討 12. 評論類型對消費者購買意圖之影響 13. 探討DIY產品屬性、知覺價值、口碑與產品涉入對購買意願之影響 14. 品牌創新的聯想與口碑對智慧型手機購買意圖影響之研究-以滿意、信任為中介變數 15. Line原創貼圖購買意願之研究   無相關期刊   1. 大學生對於線上直播之直播知覺有用性、直播主風格與觀看者滿意度關係之研究 2. 臉書直播購物對消費者購買意願之研究-以直播主信任為中介變數 3. 消費者觀看直播銷售之稀缺性與衝動性購買行為間關係之實驗研究：以直播主情緒感染力與消費者從眾傾向為干擾變數 4. 網路直播主直播風格之研究 5. 線上直播平台觀眾對直播主忠誠度影響因素之研究 6. 影響持續使用網路直播購物意圖之因素研究 7. 探討消費者在網路直播購物意願之研究 8. 以直播主人格特質和觀眾人格特質探討網路直播知覺場景對觀眾投入之影響 9. 探討社群網站直播購物的購買及使用因素：社會—科技架構的觀點 10. 網路直播：直播平台優勢、直播主吸引力、閱聽者個人動機、以及黏著度 11. 網路直播共創者投入對價值共創影響程度－以直播主的雙面靈巧行為與觀眾的社會比較資訊注意程度為干擾變數 12. 以知覺價值與直播主認同探討直播觀眾的顧客契合行為 13. 短片與直播在社群與直播平台上的評估：行為與脈絡 14. 越寂寞的人越離不開直播?探索直播持續觀看意圖 15. 直播主來源可信度對消費者購買意圖與持續觀看意圖之研究：現況直播主-客信任關係     簡易查詢 | 進階查詢 | 熱門排行 | 我的研究室