電商直播巨浪下直播主吸引力對於顧客的參與度與再購意願之影響

隨著網路技術的進步以及行動裝置的普及，電商迅速的成長，直播功能的出現，加上新冠肺炎的影響，在國內外掀起一波電商直播的巨浪，許多社群平台紛紛推出直播功能，讓電商進階到新的一個階段。電商直播透過｢留言+1｣加速購買流程，藉由直播說明產品特質以及現場試穿、用展示產品，加上各類折扣或優惠吸引消費者前來購買，以此方式與消費者拉近關係，塑造品牌形象，提升品牌知名度。消費者透過此種方式享受即時的互動樂趣，體驗彷彿實體購物般的「臨場感」。這樣的新型態行銷方式，不僅縮短了顧客選購的時間，也為許多人和商家創造了更多的新商機。現今，能夠發現目前的生活形態中直播已然成為了近年的消費新形態及新的競爭趨勢，許多藝人、網紅、模特兒、素人甚至店家，經營直播平台，當起直播主，利用直播快速累積流量、人氣並製造話題的優勢，擴展到零售電子商務上，展現「電商＋直播」甚至結合電視、網路購物與電商的優勢，而在這當中每一次的播出，直播主扮演了非常重要的角色，他(她)的外貌、節目風格、主持風格抑或銷售產品的風格是否能夠於短時間內吸引觀眾的眼球，繼續觀看直播，並持續參與每一次的直播都成為很重要的關鍵。本研究透過社群平台發放電子問卷，以有收看電商直播的消費者為主，探討電商直播巨浪下直播主吸引力對於顧客的參與度與再購意願之影響。研究結果顯示：（1）直播主的吸引力顯著正向影響顧客對於該電商直播的參與度；（2）直播主的吸引力顯著正向影響顧客的再購意願；（3）顧客的參與度顯著正向影響顧客的再購意願。

關鍵字

直播主；吸引力；參與度；再購意願

並列摘要

With the advance of network technology and the popularity of mobile devices, the rapid growth of e-commerce, the emergence of live streaming functions, and the impact of COVID-19 makes people around the world starting to use e-commerce live streaming at home. Those lead to many social platforms launch live streaming and bring e-commerce to a new stage. E-commerce live streaming accelerates the purchase process through "message +1", and uses live streaming to explain product characteristics, try on-site, use display products, and add various discounts or special offer to attract consumers to buy, in order to get closer to consumers. build a brand image and enhance brand awareness. In this way, consumers can enjoy instant interactive fun and experience "presence “of physical shopping. This new type of marketing not only shortens the time for customers to purchase, but also creates more new opportunities of business. Nowadays, it can be found that live streaming has become a new form of consumption and a new competitive trend in recent years. Many artists, internet celebrities,models, amateurs and even shop owners operate live streamer platforms and become streamer, using live streaming to quickly build up popularity and creating topics to catch attention of retail e-commerce, showing the advantages of "e-commerce + live streaming". Also combining the advantages of TV, online shopping and e-commerce, and in every live streaming, On the other hand, the streamer of role are very important, such as program iii style, hosting style, or product sales style can attract the audience's attention in a short period of time, continue to watch the live streaming. Thus, participate in each live streaming has become a very important key. This study uses online survey through social platforms, focusing on consumers who have watched e-commerce live streaming, to explore the influence of the main attraction of live streaming on customers' participation and repurchase intention under the huge wave of e-commerce live streaming. Research shows:(1) The attractiveness of live streamers has a significant positive impact on customer participation in the e-commerce live streaming.(2) The attractiveness of live streamers has a significant positive impact on customers’repurchase intention.(3) Customer engagement significantly positive impact on customer repurchase intltian.