探討使用Facebook 直播平台的購買態度與意圖―以服飾品為例

Facebook直播平台結合電子商務與直播的機制，透過溝通交流可以協助消費者表達意見和 ... 此外，本研究也發現對於有FB直播購物經驗的人而言，主觀規範與購買意圖之間的 ... 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：2022/04/0817:21 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:林慶龍研究生(外文):Cing-LongLin論文名稱:探討使用Facebook直播平台的購買態度與意圖―以服飾品為例指導教授:李小梅學位類別:碩士校院名稱:國立中央大學系所名稱:資訊管理學系學門: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:2018畢業學年度:106語文別:中文論文頁數:105中文關鍵詞:直播、計畫行為理論、感知風險、知覺互動性、Facebook外文關鍵詞:LiveStreaming、TheoryofPlannedBehavior、PerceivedRisk、PerceivedInteractivity、FacebookLive相關次數: 被引用:15點閱:1715評分:下載:496書目收藏:3 隨著台灣直播機制的盛行與商機的湧現，直播商務的議題逐漸受到重視並引發熱烈的討論。

Facebook直播平台結合電子商務與直播的機制，透過溝通交流可以協助消費者表達意見和想法。

因此本研究除了考慮直播平台的特性外，也針對網路使用者或消費者對於直播購物所考量的因素進行研究。

本研究藉由閱讀及彙整相關文獻以發展本研究之架構與假說，基於計畫行為理論探討感知風險(PerceivedRisk)、知覺互動性(PerceivedInteractivity)對購買態度(PurchaseAttitude)的影響，並進一步探討購買意圖(PurchaseIntention)、主觀規範(SubjectiveNorm)與知覺行為控制(PerceivedBehaviorControl)之間的關係。

本研究採用線上問卷的方式進行施測並於Facebook和批踢踢實業坊回收總計377份有效問卷，後續則使用SmartPLS3.0統計軟體進行分析。

研究結果顯示：網路使用者或消費者的知覺互動性對購買態度有正向影響，但其感知風險對購買態度則有負向影響；而購買態度、主觀規範和知覺行為控制對於購買意圖皆有正向的影響。

此外，本研究也發現對於有FB直播購物經驗的人而言，主觀規範與購買意圖之間的關係並不顯著；對於沒有FB直播購物經驗的人而言，知覺行為控制與購買意圖之間的關係並不顯著。

最後本研究依據結論提出實務建議，認為業者透過FB直播平台販售產品時應加強與網路使用者或消費者的互動過程並減少風險認知、利用社群媒體與直播的特色與顧客建立良好的關係，使其形成良好的購買態度；其次也得考慮到主觀規範與知覺行為控制會因為網路使用者或消費者的購物經驗而有不同的影響。

Asthelivestreaminggraduallyprevalentandbringsthepotentialbenefits(orbusinessopportunities)inTaiwan,moreandmorepeoplearealsointerestedinthelivestreamingcommerce.Livestreamingcanhelptheconsumerstocommunicatewithsalesrepresentativesandexpresstheirquestionsorproductionsexpectations.Thus,thisstudyfocusonlivestreamingfeaturesandthefactorswhichtheonlineusersorconsumerswillconsideringwhentheypurchasingbytheFacebookliveplatform.Theconceptualstructuresandhypothesesweredevelopedbytheliteraturereviewandcollection.ThisstudywasbasedontheTheoryofPlannedBehavior(TPB)toexploretheattitude’santecedentswhichincluded“PerceivedRisk”and“PerceivedInteractivity”,furthermorediscussthevariables’relationshipwhichcontained“PurchaseAttitude”,“SubjectiveNorm”,“PerceivedBehaviorControl”and“PurchaseIntention”.Thedataforthisstudywerecollected377respondentsviaanonlinesurvey.ThestudyresultsshowthatPerceivedInteractivityhaspositiveeffectonPurchaseAttitude,PerceivedRiskhasnegativeeffectonPurchaseAttitudecomparatively.PurchaseAttitude,SubjectiveNormandPerceivedBehaviorControlhaspositiveeffectonPurchaseIntention.Moreover,thisstudyalsofoundsomeinterestingresults.FortheonlineuserswhoalreadypurchasedviaFBliveplatform,theinfluenceofSubjectiveNormonPurchaseIntentionwasinsignificant;fortheonlineuserswhohasnotpurchaseviaFBliveplatform,theinfluenceofPerceivedBehaviorControlonPurchaseIntentionwasinsignificant.Inconclusion,thisstudysuggestsenterprisescanenhancetheconsumers’perceptionofinteractivityandreducetheperceptionofrisk.Throughthefeaturesofsocialmediaandlivestreamtoestablishconsumersloyaltyandsustainpositiverelationships.Second,enterpriseshavetoconsiderthat“SubjectiveNorm”and“PerceivedBehaviorControl”willhavedifferenteffectstotheonlineusersorconsumers. 目錄中文摘要.............................................................................................................................................iAbstract..............................................................................................................................................ii致謝...................................................................................................................................................iv目錄....................................................................................................................................................v圖目錄...............................................................................................................................................vi表目錄..............................................................................................................................................vii第一章緒論......................................................................................................................................11-1研究背景與動機...................................................................................................................11-2研究目的...............................................................................................................................31-3研究流程...............................................................................................................................4第二章文獻探討..............................................................................................................................62-1直播平台...............................................................................................................................62-2理性行為理論與計畫行為理論.........................................................................................102-3知覺互動性.........................................................................................................................122-4感知風險.............................................................................................................................16第三章研究方法............................................................................................................................223-1研究架構.............................................................................................................................223-2研究假說.............................................................................................................................233-3變數定義與衡量.................................................................................................................263-4研究設計.............................................................................................................................29第四章資料分析與結果................................................................................................................324-1前測分析.............................................................................................................................324-2樣本結構分析.....................................................................................................................344-3信效度分析.........................................................................................................................424-4結構方程模型分析與假說檢定.........................................................................................50第五章結論與建議........................................................................................................................595-1研究結論.............................................................................................................................595-2研究建議.............................................................................................................................635-3研究限制.............................................................................................................................665-4未來研究方向.....................................................................................................................68參考文獻..................................................................................................................................69附錄一：前測問卷..................................................................................................................79附錄二：正式問卷..................................................................................................................87圖目錄圖1-1研究總流程.................................................................................................................5圖2-1理性行為理論(TRA)..............................................................................................10圖2-2計畫行為理論(TPB)..............................................................................................11圖3-1本研究之研究架構..................................................................................................23圖4-1研究模型PLS路徑分析(整體樣本).....................................................................53圖4-2研究模型PLS路徑分析(有購買過).....................................................................55圖4-3研究模型PLS路徑分析(沒購買過).....................................................................57表目錄表2-1常見直播平台之彙整................................................................................................7表2-2電子商務環境下知感知風險面向彙整..................................................................19表3-1感知風險之衡量問項..............................................................................................26表3-2知覺互動性之衡量問項..........................................................................................27表3-3購買態度之衡量問項..............................................................................................27表3-4主觀規範之衡量問項..............................................................................................28表3-5知覺行為控制之衡量問項......................................................................................28表3-6購買意圖之衡量問項..............................................................................................29表3-7問卷設計..................................................................................................................30表4-1前測信度分析..........................................................................................................33表4-2問項敘述修正..........................................................................................................33表4-3樣本來源統計..........................................................................................................34表4-4樣本網路使用經驗分佈..........................................................................................35表4-5樣本觀看FB直播的時間長度分佈........................................................................35表4-6樣本觀看FB直播的頻率分佈................................................................................36表4-7樣本半年內透過FB直播平台購買「服飾品」的次數分佈................................36表4-8樣本平均一次透過FB直播平台購買「服飾品」的消費金額分佈....................37表4-9樣本性別分佈..........................................................................................................38表4-10樣本職業分佈........................................................................................................38表4-11樣本年齡分佈........................................................................................................39表4-12樣本教育程度分佈................................................................................................39表4-13樣本平均月收入分佈............................................................................................40表4-14同質性檢定............................................................................................................41表4-15研究構念之敘述性統計........................................................................................41表4-16信度分析................................................................................................................42表4-17收斂效度................................................................................................................44表4-18整體樣本之因素負荷量........................................................................................45表4-19分組樣本(有購買過)之因素負荷量..................................................................46表4-20分組樣本(沒購買過)之因素負荷量..................................................................47表4-21整體樣本之區別效度分析....................................................................................48表4-22分組樣本(有購買過)之區別效度分析..............................................................49表4-23分組樣本(沒購買過)之區別效度分析..............................................................49表4-24研究模型適配度....................................................................................................51表4-25整體樣本之路徑分析結果整理............................................................................54表4-26整體樣本之假說檢驗結果....................................................................................54表4-27分組樣本(有購買過)之路徑分析結果整理......................................................56表4-28分組樣本(有購買過)之假說檢驗結果..............................................................56表4-29分組樣本(沒購買過)之路徑分析結果整理......................................................58表4-30分組樣本(沒購買過)之假說檢驗結果..............................................................58 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讓過時行銷人跳腳的2017數位趨勢之：連巴菲特的股東會都要參一腳了，你還不知道2017年「直播」的3大趨勢是什麼嗎？2018年02月24日取自http://yahoo-emarketing.tumblr.com/post/155010193106/2017trend-live[2]尼爾森(2017)。

尼爾森：2017年台灣網購消費者透過行動裝置購物首度超越電腦。

2018年05月04日取自http://www.nielsen.com/tw/zh/press-room/2017/taiwan-mobile-shopping-overpassed-shopping-via-pc.html[3]何佩珊(2017)。

直播平台前撲後繼，贏家可能跟你想得不一樣。

數位時代。

2018年02月25日取自https://www.bnext.com.tw/article/42897/taiwan-live-streaming-2017[4]李科成(2017)，直播行銷革命：13招直播變現技巧X8大產業實戰應用，從企業到素人都適用的爆紅影響力，商周出版股份有限公司，2017年06月，頁37。

[5]陳敬哲(2017)。

網路影片黏著度狂飆開創電子商務直播趨勢。

今日新聞(NOWnews)。

2018年02月24日取自https://www.nownews.com/news/20170426/2499484[6]陳敬哲(2017)。

電商直播化先機複合式平台成趨勢。

今日新聞(NOWnews)。

2018年02月24日取自https://www.nownews.com/news/20170413/2482107[7]創市際市場研究顧問公司(2017)。

創市際2017合作專題一：台灣直播市場『台灣網友直播看什麼？』調查。

2018年02月24日取自http://www.ixresearch.com/news/news_07_06_17[8]創市際市場研究顧問公司(2017)。

創市際雙週刊第九十二期201708152018年02月24日取自http://www.ixresearch.com/reports/創市際雙週刊第九十二期-20170815/[9]楊之瑜(2017)。

【圖輯】臉書直播趨勢分析：人氣最高的不是美妝，而是賣運動鞋。

TheNewsLens關鍵評論。

2018年02月23日取自https://www.thenewslens.com/article/83459[10]資策會產業情報研究所(MarketIntelligence&ConsultingInstitute,MIC)(2014)。

96.2%台灣網友近期曾使用社交網站。

2018年02月26日取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=364[11]資策會產業情報研究所(MarketIntelligence&ConsultingInstitute,MIC)(2015)。

《網路社群調查》逾80%網友在個人化社群尋找購物資訊。

2018年02月25日取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=412[12]資策會產業情報研究所(MarketIntelligence&ConsultingInstitute,MIC)(2017)。

自媒體產業鏈漸成熟內容專業化成發展焦點。

2018年02月24日取自https://mic.iii.org.tw/Industryobservation_MIC02views.aspx?sqno=251[13]資策會產業情報研究所(MarketIntelligence&ConsultingInstitute,MIC)(2017)。

網紅經濟下國際直播平台營運模式分析。

2018年02月23日取自https://mic.iii.org.tw/Industryobservation_MIC02views.aspx?sqno=260[14]資策會產業情報研究所AISP情報顧問服務(2017)。

【直播大調查系列一】網友最愛Facebook、Youtube、17直播。

2018年02月23日取自https://mic.iii.org.tw/aisp/PressRoom0.aspx?id=475  電子全文  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. 主購信任度與認知風險對線上集購行為影響之研究 2. 台灣消費者網路購物態度之一研究 3. 影響餐飲業使用無線點餐系統之因素-結合計畫行為理論以及知覺風險理論 4. 影響民眾使用網路公共論壇的關鍵因素 5. 中高齡者對不動產逆向抵押貸款行為意向之研究 6. 銀髮族旅遊決策行為分析 7. 旅客使用長程低成本航空之行為意向研究 8. 消費者購買生技保健食品行為意向之研究 9. 以UTAUT探討Instagram社群購物行為之研究 10. 影響體育賽事直播平台持續使用意圖因素之研究 11. 中高齡與高齡者使用保健食品行為意向之研究–以中部地區為例 12. 資訊隱私顧慮對使用者使用意圖影響之研究─以GooglePlay與AppStore為例 13. 影響消費者使用即時通訊軟體之相關因素探討-以LINE為例 14. 有機食品綠色知覺價值、知覺風險及綠色信任與購買意圖之關聯性探究－計畫行為理論之延伸 15. O2O購買行為模式之研究-以化妝品產業為例   無相關期刊   1. 越寂寞的人越離不開直播?探索直播持續觀看意圖 2. 電視直播與網路直播持續使用行為之研究 3. 直播平台上閱聽人對直播主的捐贈與訂閱動機-以Twitch平台為例 4. 探討網紅在線直播之黏著度因素 5. 探討影響消費者對直播商品再購意願因素之研究：知覺風險觀點 6. 專業網路直播的訊息傳播與參與體驗 7. Facebook直播平台使用者忠誠度與持續使用意圖之研究 8. 網路直播購物之收視經驗與收視因素初探 9. 直播環境下，影響消費者衝動購買意圖的因素-以擬社會互動與商品臨場感的觀點 10. 探討影響閱聽者觀看或購買臉書直播銷售之研究 11. 臉書直播主的互動模式與印象管理之研究 12. 線上直播觀賞行為之研究－以電子競技賽事直播平台為例 13. 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 14. 以劇場理論探討消費者參與直播拍賣行為意圖之研究 15. 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     簡易查詢 | 進階查詢 | 熱門排行 | 我的研究室