你正在觀看購物直播嗎？從推敲可能性模型觀點探討線上直播平台觀眾之信任及忠誠意圖

Are You Watching Live Stream Shopping? An Investigation of Influential Factors on Audiences’Trust and Loyalty Intention from Elaboration Likelihood Model Perspective

直播購物更加注重賣家與買家之間的關係，而行動裝置的普及，讓許多使用者可以隨時隨地觀看線上直播，因此直播購物成為許多賣家銷售的形式。本研究以推敲可能性模式（Elaboration likelihood model, ELM）為理論基礎，探討在線上直播環境下，買家如何透過中央路徑（直播主產品論述品質）及周邊路徑（來源可信度），形成對直播賣家的信任，並了解在產品稀少性及產品涉入高低程度調節下，對於信任的影響，以及透過信任所產生之忠誠意圖。研究結果共獲得377 份有效完整數據，使用迴歸分析探究兩路徑下觀眾對直播主的信任影響。研究結果發現，透過論述品質及來源可信度可增強觀眾的信任感，此外產品供給數量及觀眾對於產品涉入程度的不同也會影響觀眾對於直播主的信任。

With the proliferation of online live streaming applications, a new type of shopping environment has changed the way for sellers to interact with their potential buyers. How to win the trust and loyalty from the audiences is one of the major challenges for online sellers to provide product information through online live streaming. In this study, factors on the audiences’ trusting belief and loyalty intention toward the broadcaster were examined from the perspective of Elaboration Likelihood Model (ELM), in which the information in live streaming was delivered through central route (e.g., argument quality) and the peripheral route (e.g., source credibility). In addition, two moderators were included: the product scarcity and product involvement. Scenario based laboratory experiment was conducted and the research results indicated that information delivered through peripheral route showed more significant influence on audiences’ trusting belief and loyalty intention toward broadcasters. However, when the product was offered with amount limitation (product scarcity), the influence of argument quality will be strengthened. In addition, people who are high in product involvement will be more influenced by argument quality, while the source credibility showed more positive influence for participants with lower product involvement. Findings from this study can provide important implications for live streaming broadcasters and platforms.