臉書直播拍賣下標衝動意圖之研究

近年直播迅速竄紅，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月開放直播功能，由於觀眾能夠即時留言與直播者進行即時互動，因此Facebook直播平台成為各式業者的銷售管道之一，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。本研究以刺激－有機體－反應理論為基礎，從衝動購買的觀點，探討哪些環境因素會影響觀眾在Facebook直播拍賣的觀看情緒，進而產生下標衝動意圖。研究結果顯示朋友參與、群眾參與、佈置和互動程度會正向顯著影響顧客的情緒；在個人因素中，贏的渴望會正向顯著影響顧客的情緒；情緒會進而影響衝動下標意圖；此外個人的衝動傾向會直接影響衝動下標意願。

關鍵字

社群商務；直播；線上拍賣；衝動性購買；刺激－有機體－反應理論

並列摘要

Live stream is gaining popularity in e-retailing industry. Many e-commerce platforms (e.g., Taobao) or mobile apps launched live stream features. Live stream features that allow the audience to watch the stream, ask the questions, and get the answers on the spot. Facebook launched Facebook Live in February 2016. Many traditional retailers use Facebook Live for online auction, which attracts people to view and participate in the bidding. This study investigates the key factors influencing the impulsive bidding behaviors through the perspective of the Stimulus-Organism-Response. The model was tested with 194 valid responses among Facebook online auction viewers. The results show that (1) environmental stimuli (Facebook friends' participation, viewers' participation, layout, and level of interaction) has a positive effect on emotion; (2) desire to win has a positive effect on emotion; (3) emotion positively influences consumers' attitudes toward online bidding; and (4) desire to win positively affect consumers' attitudes toward online bidding. However, quality of the live stream and time pressure has no significant effect on emotion.

並列關鍵字

Social commerce ； live stream ； online auction ； impulse buying ； Stimulus-Organism-Response (SOR)

參考文獻

蔡文仁（2013）。線上購物環境與消費者特徵對網路衝動性購買影響之研究。東方學報，34，143-166。

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