直播消費者正面情緒與衝動性購買行為研究：劇場理論觀點之探究

Research on Positive Emotions and Impulse Buying Behavior of Live Stream Consumers: An Investigation from the Theatrical Theory Perspective

自2019年末COVID-19疫情爆發以來，網路購物行為已成為消費者之穩定購物模式之一。如何有效地吸引消費者並提升績效，成為每個直播平台努力研究的重要課題。本研究以量化研究方式，探討直播購物平台、直播主特質以及直播內容是否對消費者產生正面情緒，進而促使消費者產生衝動性購買行為。研究結果顯示，直播購物平台、直播主特質以及直播內容對消費者具有正向且顯著的影響。這些結果提供了有關如何利用劇場理論觀點來理解直播消費者行為的寶貴洞察。透過這些洞察，直播平台可以針對直播購物平台的設計和直播主的培養提供更具針對性的策略，以提升消費者體驗並促進衝動性購買行為的產生。

Since the outbreak of the COVID-19 pandemic in late 2019, online shopping behavior has emerged as one of the prevailing consumer modes of shopping. Effectively capturing consumer favor and achieving better performance has become acrucial research focus for every live streaming platform. Consequently, this study adopts aquantitative research approach to investigate the impact of live shopping platforms, characteristics of live streamers, and the influence of live content on generating positive emotions among consumers, subsequently leading to impulse buying behavior. The findings reveal that live shopping platforms, characteristics of live streamers, and live content all exert asignificant positive impact on consumers. These results provide valuable insights into understanding live stream consumer behavior from atheatrical theory perspective. With these insights, live streaming platforms can develop targeted strategies for platform design and streamer cultivation to enhance consumer experiences and stimulate impulse buying behavior.