產品創新與顧客參與度對消費者購買意願之影響：以直播產業為例

本研究希望藉著消費者觀點，探討產品創新與顧客參與度對消費者購買意願之影響：以直播產業為例。本研究以問卷調查法，從2022年10月開始進行，至2022年12月結束問卷調查作業。共計發放209份問卷，回收有效問卷共209份，有效回收率100%(209/209)。將問卷調查所得資料，以SPSS 26.0統計套裝軟體，對本研究各項假設，進行分析與處理。所採用之統計方法包括敘述統計分析、信度分析、效度分析、相關分析、單因子變異數分析、迴歸分析。本研究分析結果如下：（一）直播主吸引力對消費者購買意願有顯著性的正向影響。（二）顧客參與度對消費者購買意願有顯著性的正向影響。（三）產品創信力與可信度對消費者購買意願有顯著性的正向影響。（四）消費者知覺價值對消費者購買意願有顯著性的正向影響。（五）直播主吸引力對顧客參與度有顯著性的正向影響。（六）產品創信力與可信度對顧客參與度有顯著性的正向影響。（七）直播主吸引力對消費者知覺價值有顯著性的正向影響。（八）產品創信力與可信度對消費者知覺價值有顯著性的正向影響。（九）人口統計變數對直播主吸引力、顧客參與度、產品創信力與可信度、消費者知覺價值、消費者購買意願有顯著性的差異。（十）消費者行為變數對直播主吸引力、顧客參與度、產品創信力與可信度、消費者知覺價值、消費者購買意願有顯著性的差異。

關鍵字

直播主吸引力；顧客參與度；消費者知覺價值；產品創新力與可信度；消費者購買意願

並列摘要

The purpose of this research was to explore The Impact of Product Innovation and Customer Engagement on Consumers Purchase Intention：Evidences from Live Stream Industry. This study uses a questionnaire survey and uses random sampling for convenience. It started from October 2022 and ended the questionnaire survey on December 2022, in a total sample of 209 with valid collection rates of 100%. The data gathered were thus analyzed using descriptive statistics, Pearson correlation analysis, multiple regression models & ANOVA. The results indicate that (1) The attractiveness of live streamer has a significant positive impact on consumer purchase intention. (2) The degree of customer engagement has a significant positive impact on consumer purchase intention. (3) Product innovation and credibility have a significant positive impact on consumer purchase intention. (4) Consumer perceived value has a significant positive impact on consumer purchase intention. (5) The attractiveness of live streamer has a significant positive impact on customer engagement. (6) Product innovation and credibility have a significant positive impact on customer engagement. (7) The attractiveness of live streamer has a significant positive impact on consumers' perceived value. (8) Product innovation and credibility have a significant positive impact on consumers' perceived value. (9) Demographic variables have significant differences in attractiveness of live streamer, customer engagement, consumer perceived value, product innovation and credibility, consumer purchase intention. (10) Consumer behavior variables have significant differences in attractiveness of live streamer, customer engagement, consumer perceived value, product innovation and credibility, consumer purchase intention.