Facebook直播效益：商品資訊揭露對購買意願之影響

Facebook直播是近年來社群媒體上新興議題，Facebook直播擁有的互動性與立即性讓企業紛紛藉由Facebook直播來進行產品或服務的行銷推廣，但目前對於Facebook直播在商品推廣與消費者行為之研究甚少，因此，本研究透過2x2x2因子實驗設計，以資訊內容、受歡迎程度與來源特性設計出八種情境，來探討不同的情境下，消費者對於Facebook直播之態度與購買意圖。研究結果顯示，Facebook直播內容若以有趣與互動之娛樂性呈現，其所能提高的消費者態度與購買意圖，比以單純資訊傳遞之資訊性直播內容更具顯著效果，而消費者或公司人員之不同的直播主來源特性亦會使消費者產生不同程度的態度，但是，受歡迎程度對態度與行為並無顯著影響效果。最後，本研究亦依據研究結果提供具體貢獻與未來建議。

關鍵字

直播；資訊內容；受歡迎程度；來源特性；態度

並列摘要

Facebook live or webcasting is a new tool of online social media in recent years for effective interaction to promote products/services. In the previous studies, the effect of information types used in Facebook live on consumer behaviors remains unclear. This study thus uses the 2x2x2 factor experiment design, including information content (information type or entertainment type), popularity (above 300,000 fans, or less 300,000 fans), and source characteristics (company officer or Facebook user), to investigate consumer's perspectives and behavioral intentions. The results show that the different levels of information content can significantly influence consumers' attitudes toward the Facebook live and their purchase intentions, respectively. Source characteristics only can predict consumers' attitudes, but the effect of popularity is not significant. Finally, the academic contributions and practical implications are also discussed.