調查即時性與心流狀態對直播的購買意願之影響

INVESTIGATING THE IMMEDIACY AND FLOW FACTORS TO INFLUENCE PURCHASE INTENTION IN LIVE VIDEO STREAMING SHOPPING

本研究著重於了解即時性與心流狀態，這兩大因子在直播時對感知價值（功利、享樂與社會價值）的影響，進而影響到購買意願。本研究運用配額抽樣，分別從台灣的PChome Online（網路家庭）的直播平台，以及中國福建的淘寶直播平台，各收到225份使用者樣本（總樣本數450份），藉由結構方程模式的分析來調查兩國使用者的狀況。實證結果第一條路徑表明，流量對社會價值產生正向影響，進而對購買意願產生正向影響。第二條路徑表明，流量對享樂價值產生正面影響，進而對購買意願產生正面影響。實證結果指出，心流狀態明顯影響社會與享樂價值，其顯著性明顯高於即時性對社會與享樂價值的影響。本研究模型實由社會臨場感理論所建立的一個理論機制，所以可以用這個角度來建議有效的社群媒體策略，以及解釋直播的行為模式。本研究也從解釋社會價值的作用角度為相關學術文獻做出了貢獻。

This study investigates flow state and immediacy factors, which influence perceived values (utilitarian, hedonic, and social values), and then affect users' purchase intention in live video streaming shopping (LVSS). This study utilizes quota sampling to collect 450 samples, from 225 PChome Live users in Taiwan (Taiwan) and 225 Taobao Live users in Fujian (China) to investigate the effect of two types of nations on purchase intention using structural equation modeling analysis. Empirical results of the two paths indicate that flow state positively affects social values (first path) and hedonic values (second path) which, in turn, both positively influence purchase intention. The flow state's influence on social and hedonic values is significantly higher than the immediacy's influence. A theoretical mechanism is constructed based on social presence theory, which can be employed as a theoretical lens in proposing effective social media strategies and describing LVSS behavior. This work also contributes to explain more on the role of social values.