臺灣博碩士論文加值系統

本論文主要在探討直播主之特質對消費者參與直播購物的購買意願，以此來了解消費者對於直播購物的想法，藉由建構出的研究架構提出假說，並以問卷調查法為研究方式進行分析並驗證。本研究採量化研究並以問卷調查法蒐集資料，將227份受測者之問卷結果蒐集並進行整理和紀錄，接著依敘述統計進行分析，將受測者填答內容進行平均數、標準差等分析，再依據分析後的內容以檢定研究假說，結論（一）在觀看直播購物的情境下，消費者對直播主的認同感程度越強，消費者之購買意願越高。（二）在觀看直播購物的情境下，直播主的社交互動與消費者購買意願之間無顯著影響（三）在觀看直播購物的情境下，直播主的特質與消費者購買意願之間無顯著影響。根據上述結果提出以下建議，直播主可以藉由提升自身的專業性，即對產品或提出之訊息的了解程度，或是藉由培訓課程來提升自身在直播當中的業務能力，以此來吸引消費者；接著是可信賴性，消費者對於直播主的信賴程度，取決於直播主平日直播時所傳達之資訊是有很高的信賴程度，且被消費者觀察到的可信任度和誠實的態度，故直播主除了提升專業性外，在介紹產品時應以誠實為第一標準；最後是吸引力，消費者認為直播主因有獨特的個性或是個人魅力，故直播主因保持自身的人格魅力，不因迎合少數消費者而改變自己，藉由這些來引起消費者的注意。

The study is to investigate the characteristics of live-streamer on consumers' willingness to purchase in livestream shopping, so as to understand consumers' thoughts on livestream shopping, puts forward hypotheses through the constructed research framework, and conducts analysis using survey method. This study applies the quantitative research, and collects 227 questionnaires from respondents, and records the results, and then analyzes the data according to descriptive statistics, and calculates the average and standard deviation of the respondents' answers, and then test the research hypothesis based on the data. Conclusions are (1) In the context of watching livestream shopping, the stronger the consumer's sense of identity with the live-streamer, the higher the consumer's willingness to buy. (2) In the context of watching livestream shopping, there is no significant impact between the social interaction of live-streamer and consumers’ purchase intentions. (3) In the context of watching livestream shopping, there is no significant impact on the characteristics of live-streamer and purchase intentions. Recommendations are made based on the above results.

中文摘要 …………………………………………………………………………………i
英文摘要 …………………………………………………………………………………ii
誌謝 …………………………………………………………………………………iii
目錄 …………………………………………………………………………………iv
表目錄 …………………………………………………………………………………vi
圖目錄 …………………………………………………………………………………viii
第一章 緒論 ……………………………………………………………………01
1.1 研究背景與動機 ……………………………………………01
1.2 研究目的 …………………………………………………………02
1.3 研究流程 …………………………………………………………03
第二章 文獻探討 …………………………………………………………05
2.1 直播主的發展 ………………………………………………05
2.2 對直播主的認同感 ……………………………………06
2.2.1 專業性 ……………………………………………………………06
2.2.2 可信賴性 ………………………………………………………06
2.2.3 吸引力 ……………………………………………………………07
2.3 社交互動 ………………………………………………………07
2.4 特質 …………………………………………………………………07
2.4.1 幽默 …………………………………………………………………08
2.4.2 漂亮 …………………………………………………………………08
2.4.3 熱情 …………………………………………………………………08
2.5 購買意願 ………………………………………………………09
第三章 研究方法 ………………………………………………………10
3.1 研究架構 ………………………………………………………10
3.2 研究假說 ………………………………………………………10
3.2.1 對直播主的認同感 ……………………………………10
3.2.2 社交互動 ………………………………………………………11
3.2.3 特質 …………………………………………………………………11
3.3 研究變項之衡量問項 ………………………………12
3.3.1 對直播主的認同感 ……………………………………12
3.3.2 社交互動 …………………………………………………………13
3.3.3 特質 ……………………………………………………………………14
3.3.4 購買意願 …………………………………………………………15
3.4 操作型定義 ……………………………………………………16
3.5 問卷設計 …………………………………………………………16
3.6 預試問卷 …………………………………………………………16
3.7 研究對象及抽樣方法 …………………………………20
3.8 資料分析方法 …………………………………………………20
3.8.1 敘述性統計分析 ……………………………………………20
3.8.2 信度分析 …………………………………………………………20
3.8.3 效度分析 …………………………………………………………21
3.8.4 因素分析 …………………………………………………………21
3.8.5 迴歸分析 …………………………………………………………21
第四章 資料分析 …………………………………………………………22
4.1 樣本特性描述 …………………………………………………22
4.2 敘述性統計分析 ……………………………………………22
4.2.1 基本資料 ……………………………………………………………22
4.2.2 觀看直播的使用習慣 ……………………………………24
4.2.3 描述性統計分析 ………………………………………………26
4.3 測量模型分析 ……………………………………………………26
4.3.1 信度分析 ………………………………………………………………26
4.3.2 效度分析 ………………………………………………………………27
4.3.3 因素分析 ………………………………………………………………27
4.3.4 迴歸分析 ………………………………………………………………30
第五章 結論與建議 …………………………………………………………33
5.1 結論與建議 …………………………………………………………33
5.2 研究限制 ………………………………………………………………35
5.3 對未來研究的建議 ……………………………………………35
參考文獻 ………………………………………………………………………………………36
附錄一 ………………………………………………………………………………………43
附錄二 ………………………………………………………………………………………46
Extended Abstract …………………………………………………………49

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