從SOR 模型探討直播依附行為之影響——以認知評價與情感評價為中介變數

The Influence of Live Streaming Attachment Behavior With the Stimulus-Organism-Response Model – Using Cognitive Evaluation and Emotional Evaluation as Mediate Variables

隨著網路時代的快速發展，電子商務成長迅速，跟隨著時代發展出更方便又快速的消費模式，新世代便利且無遠弗屆的消費型態，網路直播也開始拓展到電子商務上，利用與觀眾互動的模式介紹以及販售商品，相較傳統死板的文字描述，這種新穎的販售方式開始受到大眾喜愛，過去在直播的研究上大部分多為對購買意願及再購買意願之研究，較少以評價觀點來對消費者依附行為進行討論。因此本研究的目的在探討網路影音直播平台是經由何種因子去成功刺激到消費者造成產生後續情感相關的行為反應，以刺激-有機體-反應理論為主要研究大綱理論，分別藉由直播主專業能力、關係連結、社會臨場感，三種環境刺激喚起顧客認知與情感評價感受，再進一步探討如何影響消費者的依附行為。本研究設立研究對象為在Facebook直播社團中觀看過直播及在直播中購買過商品之顧客，透過實體便利抽樣回收有效問卷324份，並以SPSS與Smart PLS結構方程式作為分析工具並進行假說檢定。本研究發現直播平台前置因子與對直播主的認知評價及情感評價皆為正向顯著影響，進而正向影響其依附行為。

With the rapid development of the Internet era, e-commerce has grown rapidly, and more convenient and fast consumption models have been developed with the times. The new generation of convenient and far-reaching consumption patterns has also begun to expand to e-commerce. , Using the mode of interacting with the audience to introduce and sell products, compared with the traditional rigid text description, this novel selling method has begun to be popular with the public. In the past, most of the research on live broadcast was about the willingness to buy and the willingness to repurchase. In this research, there are few discussions on consumer dependence behavior based on the evaluation point of view. Therefore, the purpose of this study is to explore the factors through which online audiovisual live broadcast platforms successfully stimulate consumers to produce subsequent emotional-related behavioral responses. The main research outline theory is the stimulus-organism-response theory, and the live broadcast main professional ability, relationship connection, and social presence are three kinds of environmental stimuli that evoke customer cognition and emotional evaluation, and then further explore how to affect consumers' dependence behavior. The research object of this study is the customers who have watched the live broadcast in the Facebook live broadcast community and purchased goods in the live broadcast. 324 valid questionnaires were collected through physical convenience sampling. SPSS and Smart PLS were used as analysis tools and conduct hypothesis testing. This study found that the pre-factor of the live broadcast platform and the cognitive evaluation and emotional evaluation of the live broadcaster are both positive and significant, which in turn positively affects their attachment behavior.