隨著網際網路迅速開展，帶動網路購物的熱潮，而直播購物近年更是蔚為風潮。本研究主要是以雲林縣國中教師為對象，加以探討影響Facebook網路直播購物平台之賣場滿意度與購買意願之相關因素。本研究以「信任」、「服務品質」、「互動性」、「直播主吸引力」、「品牌形象」、「網路口碑」、「態度」、「認知有用性」等八個因素加以研究分析，探討其對消費者的直播購物平台滿意度，及購買意願之影響。透過問卷調查方式取得150份曾使用Facebook 網路直播購物之研究樣本,研究結果發現：(1) 消費者對網路直播平台的信任正向影響認知有用性；(2)服務品質正向影響認知有用性；(3)直播賣場的互動性正向影響認知有性；(4)認知有用性正向影響態度；(5)直播主吸引力正向影響態度；(6)品牌形象正向影響態度；(7)網路口碑正向影響態度；(8)態度正向影響消費者對該直播賣場滿意度；(9)消費者對該直播賣場之滿意度正向影響購買意願。最後本研究依據研究結果提出結論及建議，供直播平台業者與消費者做參考。 With the rapid increase of Internet usage, shopping online has been one of the most popular way for consumers. This study focuses on the factors which affect the Facebook live stream shopping consumers’ satisfactions and purchase intention. The factors of live streaming shopping which are chosen in this study are: “trust”, “service quality”, “interactivity”, “attraction of live broadcaster” , “brand image”, “online word-of-mouth”, “attitude”, and “perceived usefulness”. This study investigate the correlation between them. A questionnaire survey was conducted to obtain 150 samples of webcast shopping of Facebook. The results show that: (1) The trust of Facebook live stream has a significant positive effect on perceived usefulness; (2) Service quality of Facebook live stream has a significant positive effect on perceived usefulness; (3) Interactivity of Facebook live stream has a significant positive effect on perceived usefulness; (4) Perceived usefulness has a significant positive effect on the attitude of consumers; (5) Attraction of live broadcaster has a significant positive effect on the attitude of consumers; (6) Brand image has a significant positive effect on the attitude of consumers; (7) Online word-of-mouth has a significant positive effect on the attitude of consumers; (8) The attitude of consumers has a significant positive effect on the satisfaction of consumers; and (9) The satisfaction of consumers has a significant positive effect on the purchase intention of consumers. Finally, this study presents conclusions based on the results for the live stream shopping marketing and consumers for reference.
