以快速關係觀點探討，直播主與共同觀看者對直播購物意願之影響

A Study on the Impacts of Streamer and Co-Viewers on Purchase Intention from the Perspective of Swift Guanxi

"研究目的：本研究探討快速關係(相互理解、互惠、關係和諧)對於直播購買意願之影響，以及人際互動(擬社會互動，觀察成員互動)對於快速關係的影響。此外，加入直播購物觀賞頻率的調節效果探討。研究方法/方法：本研究以具有直播購物觀賞經驗的消費者為研究對象，並以結構方程模型(structural equation modeling, SEM)進行假說檢定。研究結果：研究結果發現所有假說顯著，其中關係和諧對於購買意願影響最大；此外，擬社會互動對相互理解影響最大；觀察成員互動對於關係和諧影響最大。最後，直播購物觀賞頻率產生調節效果。研究限制/啟發：本研究以華人快速關係為考量，無法推論至西方國家。此外，未來可加入其他變數(如直播互動功能、社會臨場感等)對快速關係影響。理論/實務/社會意涵：本研究以華人線上快速關係來做探討，結果有助於直播主經營直播購物之參考。創見/價值：本研究分別討論快速關係三子構面對購買意願影響，並同時考量人際互動(直播主、觀看者、共同觀看者)對於快速關係的影響。"

"Purpose–This research discusses the influence of swift guanxi(mutual understanding, reciprocal favors, relationship harmony) on purchase intention as well as the influence of interpersonal interaction (para-social interaction, observer interaction) on swift guanxi. Additionally, the moderation effect produced because of the viewing frequency of live shopping is discussed.Design/methodology/approach–This research used the live shopping experiences of consumers as the research object and used structuralequation modeling (SEM) to carry out hypothesis testing.Findings–The results of this research found that all hypotheses were significant, and that relationship harmony had the greatest influence on purchase intention; para-social interaction had the greatest influence on mutual understanding; and observer interaction had the greatest influence on relationship harmony. Lastly, the viewing frequency of live shopping produced a moderation effect.Research limitations/implications–This research primarily considers the swift guanxiin the context of ethnic Chinese and is not applicable to western countries. In the future, other variables (live interaction functions and social presence) couldbe assessed regarding on their influence on swift guanxi.Practical implications/Social implications–This research discusses the online swift guanxi of ethnic Chinese and its results can serve as a reference for the live shopping management of live streamers.Originality/value–This research discusses the respective influence of the three sub-facets of swift guanxion purchase intention, respectively and considers the influence of interpersonal interaction (live streamer, viewer, co-viewer) on swift guanxi."