直搗你心：直播電商對顧客參與之影響

Straight into Your Heart: The Effect of Live-Streaming E-Commerce on Consumer Engagement

本研究以網路問卷調查在直播電商情境產生之「擬社會關係」與自我驗證如何透過認同影響顧客參與，並調查遺漏恐懼的干擾效果。本研究發現，直播電商所產生之擬社會關係與自我驗證正向影響認同感，進一步影響顧客參與。此外，遺漏恐懼之干擾效果顯著。本研究更全面地瞭解直播電商觀看者的心理機制，探索觀看者心理因素與認同感及顧客參與之間的關係，補足過往文獻缺口並且開拓直播領域的研究。本研究擴展社會認同理論，延伸至直播電商領域，並提供實務建議。

This study aims to examine the impact of live-streaming e-commerce on customer engagement through identification. Through analyzing results of an online survey, we discover that parasocial relationships and self-verification generated by live-streaming e-commerce positively affected identity, further leading to the enhancement of customer engagement. In addition, the moderating effect of fear of missing out is significant. This study offers a comprehensive understanding of the psychological mechanism of live-streaming e-commerce viewers by exploring relationships among psychological factors, identity, and customer engagement. It fills the research gaps and expands the scope in researching the live-streaming of e-commerce. It also extends social identity theory to the field of live-streaming e-commerce.