臉書直播拍賣之賣場滿意度與購買意願之研究

A Study on the Store Satisfaction and Purchase Intentions for Facebook Live Streaming Auction

10.29893/NCUTMAN.201811.0071

彭國芳(Kuo-Fang Peng)；陳家珮(Jia-Pei Chen)；謝翠娟(Tsuey-Jiuan Shieh)

網路直播 ； 直播主 ； 網路口碑 ； 顧客滿意度 ； 購買意願 ； Live Streaming ； Live Streamers ； eWOM ； Customer Satisfaction ； Purchase Intentions

管理學術研討會

第十六屆（2018 / 11 / 01）

670 - 681

繁體中文

隨著網路的應用越來越普及，人們花費在網路上的時間越來越多，使得人們的消費習慣開始改變，進而促進了網路直播技術的蓬勃發展。許多業者看準了網路直播購物的商機，紛紛投入創業。各大社群網站也趁勢新增了直播的功能，藉由消費者瀏覽社群網站時，應用拍賣直播的新興商業手法來吸引消費者。2015年Facebook看準了直播所帶來的商機，於是開始使用直播功能。在直播過程中觀眾能夠即時留言與直播主進行即時互動，Facebook直播平台因此成為各式業者的銷售管道。直播功能從一開始的遊戲實況轉播，藝人以及網紅的直播分享，一直到現在許多業者都透過直播的方式來拍賣、販售商品，不定時打開社群網站，都可以看到許多人分享直播拍賣的影片，並且在線上進行購物的現象。本研究將探討消費者在觀看臉書直播拍賣後，是否會因為網路互動性、商品品質、價格與促銷程度、網路口碑以及直播主吸引力而對其直播賣場之滿意度有所影響，進而產生購買意願，使用問卷調查進行研究，透過PLS路徑分析檢定後發現：其中四項包含商品品質、價格與促銷程度、網路口碑以及直播主吸引力對直播賣場之滿意度是有顯著影響的，進而增強消費者的購買意願。

With the increasing popularity of Internet applications, people spend more and more time on the Internet, which makes people's consumption habits begin to change, which promotes the rapid network broadcast technology. Many operators saw the business opportunities of live streaming shopping and started their own businesses. The major community website have also added live streaming functions to attract consumers by using the emerging business methods of live streaming auction when consumers browse social networking sites. In 2015, Facebook realized the business opportunities of live streaming, and then it has created the live streaming function. During the live streaming, the viewer can instantly chat and interact with the live streamers immediately. Therefore, Facebook live streaming platform has become the sales one of the channel of various industries. The live streaming function starts from the live games streamer, artists and Internet celebrities live sharing. In addition, many operators have auction and sell their products through live streaming. Whenever you open the community website, you can see many people sharing their videos of live streaming auction and conduct shopping online. In this study, it proved that customer satisfaction increased and influenced by the Interactivity of the Internet, Product Quality, Price and Promotion Level, electronic World-of-Mouth(eWOM) and the Attractiveness of the Streamer after they watch the live streaming of Facebook. As a result their Purchase Intention will be generated. We used questionnaire survey to collect samples and by using PLS path analysis in validating the relationships of the variables. The results showed 〞Product Quality〞, 〞Price and Promotion Level〞, 〞electronic World-of-Mouth(eWOM)〞, 〞the Attractiveness of the Streamer〞 are positively related towards 〞store satisfaction〞. The results also showed that 〞store satisfaction〞 has a significant positive effect on 〞Purchase Intentions〞 in Facebook live streaming action.