探討Facebook直播持續觀看及購買意願之影響因素

直播在國內的發展掀起一股熱潮，尤其是Facebook直播在疫情期間受到許多業者熱烈的歡迎，陸陸續續透過Facebook直播來傳播品牌或商品資訊，讓顧客多一項選擇能持續追蹤他們的新消息。本研究主要探討直播平台能供性（Affordance）對共同體驗（Co-Experience）的作用，進而了解共同體驗對持續觀看與購買意願的影響。本研究經由問卷調查法，並運用IBM SPSS 22.0 與AMOS 26.0對480份有效樣本進行檢測。研究結果發現，直播平台能供性之互動性、能見度、連結性與客製化皆與共同體驗呈正向顯著影響；而共同體驗也對持續觀看及購買意願呈正向顯著影響。另外，本研究還進行性別之多群組分析，將480份有效樣本分成男性（243份）與女性（237份）。本研究發現男性在直播平台能供性方面僅有能見度對共同體驗呈現不顯著；女性在直播平台能供性方面皆對共同體驗呈現顯著相關。

關鍵字

Facebook ；直播平台能供性；共同體驗；持續觀看；購買意願

並列摘要

The development of live-streaming is now all the rage in Taiwan. In particular, Facebook live have been warmly welcomed by many industries during the epidemic. They continuously spread their brand or commodities by Facebook Live, giving customers one more choice to keep track of their new news. This study mainly explores the effect of live-streaming affordance on co-experience, and understands the impact of co-experience on continue to watch and purchase intention. This study conducts a questionnaire survey, and uses IBM SPSS 22.0 and AMOS 26.0 to analyze data received from 480 respondents. Our results show that interactivity, visibility, connectivity and customization of live-streaming affordances have a significant positive impact on co-experience; and co-experience has a significant positive impact on continuous to watch and purchase intention. In addition, this study also conducts a gender of multiple group analyze, dividing 480 effective samples into males (N = 243) and females (N = 237). We found that males only visibility of live-streaming affordance has no effect on co-experience ; and female all of live-streaming affordances significantly related to co-experience.