臺灣博碩士論文加值系統

近年來電子商務發展越來越成熟。電商平台上展示了各種各樣的產品，從服裝、珠寶、電子產品、家具、日常用品到食品都具備。消費者因為大量的資訊與多樣式產品，而難以作出合適的購買決策。在競爭激烈的市場中，賣家努力吸引消費者目光，因此直播商務已經成為賣家和消費者的一個重要平台。基於網際網路的互動，線上互動亦能影響消費者在社群中的行為，因此在直播商務平台中，消費者將直播主視為一個真實的人，而產生擬社會人行為。消費者的人際關係會影響他們的行為，例如付費支持直播主和購買意向。本研究應用社會資本理論和社會互動理論來建置一研究模型，以研究消費者親密度對消費者參與直播商務的影響，目的是了解客戶參與的影響並產生消費者助人行為。 本研究通過泰國和台灣的社交媒體網站進行問卷調查，受訪者總數為 551 人。研究結果顯示所有假設都得到支持，此外，這項研究也進行跨國探討泰國人和台灣人對直播商務的消費行為，以及世代之間的差異。即泰國和台灣客戶的親密度對客戶參與度的影響存在顯著差異，同時消費者參與度對 X世代消費者之幫助行為的影響與的其他結果不同。Ｙ世代消費者和Ｘ世代消費者之間的比較結果顯示兩代人在社會資本、親密度和消費者參與度有存在顯著差異，未來研究學者應可進行更多探討。

With the development of technology in recent a decade, e-commerce has grown exponentially. A wide variety of products were displayed on online channels, ranging from clothing, jewelry, electronics to furniture, daily supplies, and food. Numerous choices and information were overwhelmed on customers that are why customers have a hard time deciding to purchase. With the high level of competition on market, sellers try hard to attract customers with strategies. Live streaming has come to reduce the boredom of customers through real-time interaction and become one of the great commerce channels both for sellers and customers. However, internet-based communication has always been different from face-to-face communication and affects individuals' behavior in online communities. The promptly two-way communications thru the online channel result in customers perceiving the streamer as a real person and creating the illusion of face-to-face communication without actual physical interaction, which describe as parasocial relationships. Their interpersonal relationships among customers can influence their behaviors such as paid to support the streamers and purchase intention, so this study expects the intimate relationship to affect their helping behaviors, which lead to expanded and sustainable communities.
This study applies social capital theory and social interaction theory to study the impact of customer intimacy on customer engagement in live streaming commerce. Furthermore, the study aims to understand the effect of customer engagement and eventually lead to customer helping behavior. This study conducted an online survey via social media sites from Thailand and Taiwan, total respondents are 551 respondents.
The results show that all of hypothesizes are supported. The dimensions of social capital and social interaction positively affect the level of relationship in live streaming communities and the impact of intimacy is positively influenced customer engagement that finally leads to customer helping behavior. Furthermore, this study expands more comprehensive insight by comparing the results between Thailand and Taiwan and also between the generations. Comparison results reveal that Thai and Taiwanese customers have a significantly different influence of intimacy on customer engagement. Other results of comparisons between generations showed that the impact of customer engagement on customer helping behavior of generation X has different results from the rest of the two generations. The result of the comparison between generation Y and Z reveals that they have significant differences among the two generations regarding social capital, intimacy, and customer engagement, which should investigate more in the future.

摘要 ..............................................................i
Abstract .....................................................ii
Acknowledgements .............................................iv
Table of Content ..............................................v
List of Tables ....................................................vii
List of Figures ...................................................viii
Chapter 1 Introduction ..............................................1
1.1 Research Background ..............................................1
1.2 Research motivation ..............................................2
1.3 Research Purpose ..............................................4
1.4 Research structure ..............................................4
Chapter 2 Literature Review ......................................5
2.1 Social capital theory ......................................5
2.2 Social interaction theory ......................................9
2.3 Intimacy .....................................................11
2.4 Customer engagements .....................................13
2.5 Customer helping behavior .....................................14
Chapter 3 Methodology .....................................16
3.1 Hypothesis development .....................................16
3.1.1 Relationship between social capital theory and intimacy .....16
3.1.2 Relationship between social interaction theory and intimacy....17
3.1.3 Relationship between intimacy and customer engagement..........18
3.1.4 Relationship between customer engagement and customer helping behavior .....................................................19
3.2 Research model .............................................20
3.3 Data collection and questionnaire .............................21
3.4 Descriptive statistics .....................................23
Chapter 5 Conclusions .............................................38
5.1 Theoretical implications .....................................38
5.2 Managerial implications .....................................40
5.3 Limitations and future research .............................41
5.4 Conclusions .....................................................42
References .....................................................43
Appendix I .....................................................59
Appendix II .....................................................60

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