- 期刊
Facebook直播銷售的滿意度與購買意願之影響因素
The Influence Factors of Satisfaction and Purchase Intention on Facebook Live Streaming
摘要
Facebook從2016年開放直播以來，已成為小商家重要的行銷通路。如何提高直播銷售的滿意度與購買意願，是企業界關注的焦點。本研究以具有Facebook直播購物觀賞經驗者為對象，執行兩個調查，都是以網路問卷便利抽樣法來搜集資料。第一個研究使用Kano模型歸納重要的電子服務品質，有效樣本384份，第二個研究使用層級迴歸驗證假說，有效樣本230份。研究結果發現Facebook直播電子服務品質中，信任、可靠性、回應能力的改善，最能提高滿意度，但直播網站設計與個性化屬於無差異品質；網站設計、信任、個性化會正向影響購買意願，而黏著度則有完全中介效果。本研究為直播發展電子服務品質量表，驗證了直播購物情境下，影響購買意願的因素，對線上購物的消費者行為理論有所貢獻。然而，本研究執行之時，許多直播平台尚在萌芽，Facebook直播是最流行的，現今直播平台提供更多的服務，後續研究可多方比較不同的直播平台之服務品質，並重新驗證影響購買意願的因素。
並列摘要
Since its launch in 2016, Facebook Live Streaming has become an essential marketing channel for small businesses. Ensuring satisfaction and purchase intentions through live streaming sales is vital for business success. This study conducted two surveys targeting individuals with experience in Facebook Live Streaming. Both surveys utilized online questionnaires and convenience-sampling methods. The first study analyzed important eservice qualities using the Kano model with 384 valid samples. The second study tested hypotheses using hierarchical regression with 230 valid samples. Findings highlight that improving trust, reliability, and responsiveness can significantly enhance satisfaction in Facebook Live Streaming. Website design and personalization lie within the indifferent quality category. In terms of purchase intention, website design, trust, and personalization positively impact it, while stickiness serves as a full mediation. This study also develops an e-service quality scale for live streaming, verifies purchase intention factors in live shopping contexts, and contributes to consumer behavior theory in online shopping. However, given the emerging nature of live streaming platforms, future research should compare the service quality of different live streaming platforms and re-examine the impact of factors on purchase intentions.