網路直播購物平台因素、直播主特質與直播內容對消費者正面情緒與衝動性購買行為影響之探究

Investigating the Effects of Live-Stream Platform Factors, Live-Streamer Characteristics and Live-Stream Contents on Consumers' Positive Emotions and Impulsive Purchase Behavior

電子商務的興起及新冠肺炎的爆發，助長了宅經濟及電商的快速增長，也帶動了網路直播購物平台的崛起，此種新型購物方式成為網路銷售的新趨勢。正面情緒在直播購物中扮演著非常重要的角色，然鮮少有研究探討正面情緒所扮演的角色及探討影響正面情緒的前置因素與後續結果。本研究旨在採用「刺激－－個體心理－－回應」（S-O-R）架構，提出一完整的架構，探究網路直播購物平台因素、直播主特質及直播內容是否會使消費者產生正面情緒，並進而促進衝動性的購買行為。本研究採問卷調查法，以使用過網路直播購物平台的消費者為研究對象，共蒐集327份有效問卷，採用PLS-SEM進行模型的分析。分析結果顯示：（1）平台互動性會正向影響消費者正面情緒；（2）平台易用性與有用性會正向影響消費者正面情緒；（3）直播主能力吸引力會正向影響消費者正面情緒；（4）內容具資訊性會正向影響消費者正面情緒；（5）內容具娛樂性會正向影響消費者正面情緒；（6）消費者正面情緒會正向影響衝動性購買行為。

The rise of e-commerce and COVID-19 has promoted the rapid development of live-stream shopping platforms. Positive emotions play a vital role in the live shopping platform. However, few studies have discussed the role of positive emotions, nor have they studied the antecedents and results of positive emotions. Based on the concept of S-O-R model, the purpose of this study is to explore whether live-stream platform factors, live-streamer characteristics, and live-stream contents can improve consumers' positive emotions and then promote impulsive purchasing behavior. In this study, a total of 327 consumers using live-stream shopping platforms were collected by questionnaire survey, and PLS-SEM was used to analyze the model. The results show that: (1) Interactivity has a positive impact on positive emotions; (2) Perceived ease of use and usefulness has a positive impact on positive emotions; (3) Ability attractiveness has a positive impact on positive emotions; (4) Informative has a positive impact on positive emotions; (5) Entertaining has a positive impact on positive emotions; (6) Positive emotions has a positive impact on impulsive buying behavior.