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博碩士論文 etd-0717117-144358 詳細資訊
Title page for etd-0717117-144358
論文名稱
Title
臉書直播拍賣下標衝動意圖之研究
A Study of Impulsive Bidding on Facebook Live Auction
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
81
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2017-07-28
繳交日期
Date of Submission
2017-08-17
關鍵字
Keywords
社群商務、直播、衝動性購買、刺激-有機體-反應
Social commerce, Live, Impulse buying, Stimulus-Organism-Response
統計
Statistics
本論文已被瀏覽 5988 次,被下載 26
The thesis/dissertation has been browsed 5988 times, has been downloaded 26 times.
中文摘要
近年來直播迅速竄紅,許多網路平台和手機APP都加入了直播的功能,Facebook也看準直播所帶來的商機,於2016年2月開放所有用戶使用直播功能,在直播過程中,由於觀眾能夠即時留言與直播者進行即時互動,Facebook直播平台因此成為各式業者的銷售管道,包含線上拍賣。不同於傳統購物頻道,直播銷售能讓觀眾即時與業者進行互動,提昇觀眾的下標意圖。
本研究應用SOR理論為基礎,從衝動購買的觀點,探討哪些環境以及個人因素會影響觀眾在Facebook直播拍賣的觀看情緒,進而產生下標衝動意圖。研究結果顯示環境因素中的朋友、群眾與佈置三項因素會正向顯著影響顧客的情緒;而在個人因素中,具有渴望贏之特質會正向顯著影響顧客的情緒;情緒會進而影響下標意願;此外個人的衝動傾向則會直接影響下標意願。
Abstract
Recently, live is getting more and more popular and has became standard function in many Network platforms and Apps. Facebook embedded this function on February 2016. With live, viewer can instantly interact with broadcaster. Facebook live platform can be considered as a sales channel for many business. Different from traditional TV direct sale, Facebook live allows direct and more convenient interaction which may increase viewers’ impulsiveness to bid.
Based on the Stimulus-Organism-Response framework, this study attempts to explore the environmental and personal factors that may affect viewers’ affect, which in turn, boost bidding impulsiveness. The research results show that three environmental factors (including friend, crowd and layout) and two personality traits (the desire to win and impulsive tendencies) have impacts on viewers’ emotions. In addition, bidding intention has a positive impact on bidding impulsiveness. Furthermore, impulsive tendencies also directly affect bidding impulsiveness.
目次 Table of Contents
目錄
論文審定書 i
公開授權書 ii
中文摘要 iii
Abstract iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討 5
2.1 社群商務與直播(Social commerce and Live) 5
2.1.1. 社群商務(Social commerce) 5
2.1.2. 直播(Live) 7
2.2 衝動性購買(Impulse buying) 16
2.3 「刺激-有機體-反應」理論(Stimulus-Organism-Response-SOR) 18
第三章 研究方法 22
3.1 研究模型 22
3.2 研究假說 23
3.2.1 環境因素到情緒反應 23
3.2.2 個人因素到情緒反應 30
3.2.3 個人因素到下標意圖 31
3.2.4 情緒反應到下標意圖 31
3.3 問卷設計 32
3.3.1 環境因素 32
3.3.2 個人因素 34
3.3.3 情緒反應 34
3.3.4 下標意圖 35
3.3.5 基本資料 36
3.4 研究對象與抽樣方法 37
3.5 資料分析方法 37
第四章 資料分析結果 38
4.1 樣本敘述性統計分析 38
4.2 各構面及問項信度與效度分析 39
4.2.1 信度檢測 40
4.2.2 效度檢測 41
4.2.3 共同方法偏誤分析(Common Method Bias) 47
4.3 路徑分析及驗證 49
第五章 結論與建議 52
5.1 研究結果及討論 52
5.1.1 環境因素到情緒反應 52
5.1.2 個人因素到情緒反應 54
5.1.3 個人因素到下標意圖 54
5.1.4 情緒反應到下標意圖 55
5.2 管理實務意涵 56
5.3 研究限制 56
5.4 未來研究建議 57
參考文獻 58
中文文獻 58
英文文獻 60
附錄 69
附錄一 研究問卷 69



表目錄
表2- 1近年社群商務之研究 6
表2- 2 直播平台列表 7
表2- 3 直播拍賣與電視購物比較表 8
表2- 4衝動性購買相關研究 17
表2- 5以SOR model為基礎探討衝動性購買之相關研究 20
表3- 1環境因素之問項 33
表3- 2個人因素之問項 34
表3- 3情緒反應之問項 34
表3- 4下標意圖之問項 35
表4- 1人口統計變項分析 39
表4- 2構面信度分析 40
表4- 3 PLS 確認性因素分析與各指標的交叉負荷量 41
表4- 4 PLS 確認性因素分析與各指標的交叉負荷量-修正後 43
表4- 5相關係數矩陣 46
表4- 6共同方法偏誤分析結果-單一因素檢測法 47
表4- 7假說模型路徑係數及t值 50
表5- 1環境因素到情緒反應之假說結果 53
表5- 2個人因素到情緒反應之假說結果 54
表5- 3個人因素到下標意圖之假說結果 55
表5- 4情緒反應到下標意圖之假說結果 48

圖目錄
圖1- 1社群媒體全球用戶量排名 1
圖1- 2研究流程圖 4
圖2- 1 Facebook專頁小助手畫面 10
圖2- 2 Facebook個人頁畫面 10
圖2- 3 Facebook專頁小助手直播設定 10
圖2- 4 Facebook個人頁直播設定 10
圖2- 5 Facebook直播中之畫面 11
圖2- 6 Facebook直播結束畫面 11
圖2- 7 Facebook直播拍賣之觀眾畫面 11
圖2- 8 Facebook Live Map-1 12
圖2- 9 Facebook Live Map-2 12
圖2- 10姚勝豐直播拍賣 14
圖2- 11林爸海鮮直播拍賣 14
圖2- 12阿榮嚴選直播拍賣 14
圖2- 13好運柑仔店直播拍賣 15
圖2- 14香榭國際精品直播拍賣 15
圖2- 15 S-O-R Model 18
圖3- 1研究模型 22
圖3- 2 Facebook直播拍賣畫面-朋友1 25
圖3- 3 Facebook直播拍賣畫面-朋友2 25
圖3- 4 Facebook直播拍賣佈置畫面 26
圖3- 5 Facebook直播拍賣中斷畫面 28
圖3- 6問卷填寫貼文 37
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