| 摘要: | 由於科技與網際網路的發展，使得消費者從原本被動的接收電視廣告與實體銷售，轉變為可主動選擇、過濾、接收網路廣告與網路直播供應商。加上網際網路普及，網路直播購物有專人為產品作說明。因此，這種專為購物所設置的網路直播頻道與購物專家應運而生。為瞭解消費者對觀看網路直播購物之現場感、臨場感與即時感，本研究藉問卷調查法探討觀眾如何受網路直播內容吸引，並對於其內容產生信任，進而提高購買意願。本研究共發放250份問卷，有效樣本數為242份，研究結果發現：（1）各年齡層主要觀看直播之平臺為Facebook（52%）使用者以其為主要使用平臺；（2）浪Live平臺之娛樂性最佳（m=4.75）；Pikolive平臺之可信度最佳（m=4.87）；Pikolive平臺之互動性最佳（m=5）；Pikolive平臺之便利性最佳（m=4.50）（3）影響網路購物金額之主要因素為教育程度（F=6.143）及每日上網時間（F=4.487）；（4）透過階層迴歸分析可知影響每月網路購物金額之因素為教育程度（β=.258）、工作經驗（β= .189）、每日上網時間（β=.233）及娛樂性（β= .198），並以工作經驗之影響程度最高（β= .283），而每日上網時間影響程度次之（β= .242），娛樂性影響影響程度第三（β= .198），因前兩項之影響因素非平臺業者所能控制，故建議業者提升娛樂性，將能提升觀看者之每月購買金額。
Due to the development of technology and the Internet, the role of consumers have switched from passively receiving TV commercials and actual sales to actively selecting, filtering, and receiving online advertising, even becoming webcast providers. Along with the popularity of the Internet, a professional person explaining the product on online live shopping programs, such kind of webcast channels and shopping experts set up for shopping have emerged. In order to understand the consumer's sense of presence and immediacy in watching online live shopping programs, this study uses questionnaires to explore how viewers are attracted by live web content, generate trust in their content, and thereby increase their willingness to purchase. A total of 250 questionnaires were distributed in this study, and the effective number of samples was 242. The study found that: (1) The platform that is mainly watched as live broadcasts for all ages is Facebook, 52% users use it as the main platform; (2) Wave Live platform is the most entertaining (m=4.75); Pikolive platform has the best credibility (m=4.87); Pikolive platform has the best interaction (m=5); Pikolive platform has the best convenience (m=4.50); (3) The main factors affecting the amount of money spent on online shopping are education (F=6.143) and daily online time (F=4.487); (4) Through the hierarchical regression analysis, the factors affecting the amount of money on monthly online shopping are education level (β=.258), work experience (β=.189), daily online time (β=.233) and entertainment (β= .198). Among these, the work experience has the highest degree of influence (β=.283), while the daily online time has the second degree of influence (β=.242), and the entertainment influence has the third degree (β=.198). Because the influence factors of the first two items cannot be controlled by platform operators, it is suggested that the operators improve their entertainment, which will increase the amount of viewers' monthly purchase. |
